The impact of expertise on hedonic escalation: A moderating role of regulatory focus

Chia Jung Chang, Shin Lan, Wei Ting Chiang

Research output: Contribution to journalArticlepeer-review

Abstract

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 relationship between expertise and hedonic escalation. It revealed that promotion-focused experts exhibited greater hedonic escalation, buying various products in a brand than prevention-focused experts did. Conversely, promotion-focused novices showed lower hedonic escalation, buying products in a brand than prevention-focused novices did.

Original languageEnglish
Pages (from-to)670-680
Number of pages11
JournalJournal of Consumer Behaviour
Volume20
Issue number3
DOIs
Publication statusAccepted/In press - 2020

ASJC Scopus subject areas

  • Social Psychology
  • Applied Psychology

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