The Role of Regulatory Focus in Online Apparel Product Display

Date
2017-01-01
Authors
Hyun, Jonghan
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Altmetrics
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Abstract

The purpose of this study is to investigate how different online apparel product display methods (product displayed on its own vs. product displayed with a model) impact consumer behavior and whether one or the other method is more or less effective. The purpose is addressed via the use of the regulatory focus theory. The results show that prevention-focused individuals prefer apparel products displayed on their own, whereas promotion-focused individuals prefer products displayed with models wearing them.

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