The effects of regulatory focus and mixed valence imagery and analytical attributes on product decisions

Research output: Contribution to journalArticleResearchpeer-review

3 Citations (Scopus)
25 Downloads (Pure)

Abstract

Purpose - The purpose of this paper is to investigate the effects of regulatory focus (promotion vs prevention) and mixed valence attributes (positive imagery and negative analytical vs negative imagery and positive analytical) on consumers’ evaluation and purchase intention for a product.
Design/methodology/approach - A pre-test followed by a single between subject’s experiment was conducted to test the major hypotheses in the study.
Findings - Results show that promotion (prevention) focus prefers the product when it is described in terms of positive imagery but negative analytical (positive analytical but negative imagery) attributes in terms of both evaluation and purchase intention. Research limitations/implications: Future research may validate and extend the current findings with other product or service categories, and study the underlying processes that guide decision making.
Practical implications - Findings from this study will help managers devise a range of marketing strategies in the areas of advertising, segmentation and product positioning.
Originality/value - The current research is novel as it addresses lack of research that engages imagery and analytical attributes with different valences, and fills in a gap as to how regulatory focus will rely on imagery (analytical) attributes with different valences while making product decisions.
Original languageEnglish
Pages (from-to)397-407
Number of pages11
JournalMarketing Intelligence and Planning
Volume35
Issue number3
DOIs
Publication statusPublished - 1 Jan 2017

Fingerprint

Imagery
Regulatory focus
Valence
Purchase intention
Experiment
Decision making
Managers
Segmentation
Pre-test
Product positioning
Marketing strategy
Design methodology
Consumer evaluation
Evaluation

Cite this

@article{da4e70eb67574d2ca153ddaf1be7c34e,
title = "The effects of regulatory focus and mixed valence imagery and analytical attributes on product decisions",
abstract = "Purpose - The purpose of this paper is to investigate the effects of regulatory focus (promotion vs prevention) and mixed valence attributes (positive imagery and negative analytical vs negative imagery and positive analytical) on consumers’ evaluation and purchase intention for a product. Design/methodology/approach - A pre-test followed by a single between subject’s experiment was conducted to test the major hypotheses in the study. Findings - Results show that promotion (prevention) focus prefers the product when it is described in terms of positive imagery but negative analytical (positive analytical but negative imagery) attributes in terms of both evaluation and purchase intention. Research limitations/implications: Future research may validate and extend the current findings with other product or service categories, and study the underlying processes that guide decision making. Practical implications - Findings from this study will help managers devise a range of marketing strategies in the areas of advertising, segmentation and product positioning. Originality/value - The current research is novel as it addresses lack of research that engages imagery and analytical attributes with different valences, and fills in a gap as to how regulatory focus will rely on imagery (analytical) attributes with different valences while making product decisions.",
author = "Rajat Roy",
year = "2017",
month = "1",
day = "1",
doi = "10.1108/MIP-04-2016-0068",
language = "English",
volume = "35",
pages = "397--407",
journal = "Marketing Intelligence and Planning",
issn = "0263-4503",
publisher = "Emerald Group Publishing Ltd.",
number = "3",

}

The effects of regulatory focus and mixed valence imagery and analytical attributes on product decisions. / Roy, Rajat.

In: Marketing Intelligence and Planning, Vol. 35, No. 3, 01.01.2017, p. 397-407.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - The effects of regulatory focus and mixed valence imagery and analytical attributes on product decisions

AU - Roy, Rajat

PY - 2017/1/1

Y1 - 2017/1/1

N2 - Purpose - The purpose of this paper is to investigate the effects of regulatory focus (promotion vs prevention) and mixed valence attributes (positive imagery and negative analytical vs negative imagery and positive analytical) on consumers’ evaluation and purchase intention for a product. Design/methodology/approach - A pre-test followed by a single between subject’s experiment was conducted to test the major hypotheses in the study. Findings - Results show that promotion (prevention) focus prefers the product when it is described in terms of positive imagery but negative analytical (positive analytical but negative imagery) attributes in terms of both evaluation and purchase intention. Research limitations/implications: Future research may validate and extend the current findings with other product or service categories, and study the underlying processes that guide decision making. Practical implications - Findings from this study will help managers devise a range of marketing strategies in the areas of advertising, segmentation and product positioning. Originality/value - The current research is novel as it addresses lack of research that engages imagery and analytical attributes with different valences, and fills in a gap as to how regulatory focus will rely on imagery (analytical) attributes with different valences while making product decisions.

AB - Purpose - The purpose of this paper is to investigate the effects of regulatory focus (promotion vs prevention) and mixed valence attributes (positive imagery and negative analytical vs negative imagery and positive analytical) on consumers’ evaluation and purchase intention for a product. Design/methodology/approach - A pre-test followed by a single between subject’s experiment was conducted to test the major hypotheses in the study. Findings - Results show that promotion (prevention) focus prefers the product when it is described in terms of positive imagery but negative analytical (positive analytical but negative imagery) attributes in terms of both evaluation and purchase intention. Research limitations/implications: Future research may validate and extend the current findings with other product or service categories, and study the underlying processes that guide decision making. Practical implications - Findings from this study will help managers devise a range of marketing strategies in the areas of advertising, segmentation and product positioning. Originality/value - The current research is novel as it addresses lack of research that engages imagery and analytical attributes with different valences, and fills in a gap as to how regulatory focus will rely on imagery (analytical) attributes with different valences while making product decisions.

UR - http://www.scopus.com/inward/record.url?scp=85017866125&partnerID=8YFLogxK

U2 - 10.1108/MIP-04-2016-0068

DO - 10.1108/MIP-04-2016-0068

M3 - Article

VL - 35

SP - 397

EP - 407

JO - Marketing Intelligence and Planning

JF - Marketing Intelligence and Planning

SN - 0263-4503

IS - 3

ER -