Regulatory fit and evaluation mode: Feeling right about hedonic and utilitarian consumption

Rajat Roy, Sharon Ng

Research output: Chapter in Book/Report/Conference proceedingConference contributionResearchpeer-review


Numerous researches in the literature have shown that individuals’ regulatory focus is an
important determinant of consumer behavior (Safer 1998; Yeo and Park 2006). For instance, promotion
and prevention focused subjects have been found to pay differential attention to the type of information
chosen for decision making. Studies have shown that promotion focused people are more persuaded by
the attractiveness of the ad, while prevention focused people tend to base their decisions on the
substantive arguments in the ad (Pham and Avnet 2004). Consistent with this finding, Avnet and
Higgins (2006) further argued that promotion focused individuals are more likely to adopt a feeling
based strategy for processing information while prevention focused individuals are more likely to adopt
a cognition based strategy. Drawing from these findings, this research argues that the differential
preference for feeling versus cognition based processing strategy suggests that promotion focused
individuals and prevention focused individuals may exhibit different preferences for hedonic and
utilitarian information
Original languageEnglish
Title of host publicationThe Proceedings of the Society for Consumer Psychology 2008 Winter Conference
EditorsMaria L Cronley, Dhananjay Nayakankuppam
Place of PublicationNew Orleans
Number of pages3
Publication statusPublished - 2008
Externally publishedYes
EventSociety for Consumer Psychology Annual Conference - New Orleans, United States
Duration: 21 Feb 200823 Feb 2008


ConferenceSociety for Consumer Psychology Annual Conference
Abbreviated titleSCP
Country/TerritoryUnited States
CityNew Orleans
Internet address


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