Shaping consumer preference using alignable attributes: The roles of regulatory orientation and construal level |
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Authors: | Jin Sun Hean Tat Keh Angela Y Lee |
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Institution: | 1. School of Business, University of International Business and Economics, Beijing 100029, PR China;2. Monash Business School, Monash University, Caulfield East, VIC 3145, Australia;3. Kellogg School of Management, Northwestern University, Evanston, IL 60208, USA |
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Abstract: | The structural alignment literature suggests that people place more weight on alignable (vs. nonalignable) attributes when evaluating competing options. The present research proposes that consumers' regulatory orientation moderates this process. Specifically, consumers differentially weight alignable versus nonalignable attributes depending on whether they are prevention or promotion-oriented. Results of four studies indicate that prevention-oriented consumers who tend to construe information at a more concrete level rely more on alignable attributes when evaluating two options as compared to promotion-oriented consumers who tend to construe information at a more abstract level, and are influenced more by nonalignable attributes. The authors further show that consumers' construal level and differential ease of processing the two types of attributes mediate the influence of regulatory orientations on their relative weighting of alignable versus nonalignable attributes and product evaluations. |
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Keywords: | Structural alignability Regulatory orientation Cognitive construal Ease of processing |
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