This research conducted two experiments to examine the effects of expertise and the regulatory focus on hedonic escalation when consuming various products within a brand. Study 1 showed that expertise results in different levels of hedonic escalation. Novice consumers experienced higher hedonic escalation than expert consumers did, considering their knowledge of products. Study 2 verified the moderating role of regulatory focus on the effects of expertise on hedonic escalation. It revealed that promotion-focused experts and prevention-focused novices exhibit greater hedonic escalation buying various products in a brand, while prevention-focused experts and promotion-focused novices have lower hedonic escalation buying products in a brand.
|Effective start/end date||2018/08/01 → 2019/07/31|
- Regulatory Focus
- Hedonic Escalation
- Promotion focus
- Prevention focus
Explore the research topics touched on by this project. These labels are generated based on the underlying awards/grants. Together they form a unique fingerprint.