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

Chia Jung Chang*, Shin Lan, Wei Ting Chiang

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

摘要

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.

原文英語
頁(從 - 到)670-680
頁數11
期刊Journal of Consumer Behaviour
20
發行號3
DOIs
出版狀態已發佈 - 2021 五月 1

ASJC Scopus subject areas

  • 社會心理學
  • 應用心理學

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