Date of Award

2010

Degree Type

Thesis

Department

Psychology

First Advisor

Park, Ernest

Subject Headings

Consumers' preferences, Consumer behavior -- Psychological aspects, Regulatory fit, Consumer preferences

Abstract

Research has demonstrated that consumer perceptions of products are affected by the "fit" between their regulatory focus or goal orientation and their conception of what products can offer in terms of satisfying the goals activated by that orientation. This research has focused on product features and the way product messages are framed for consumers. However, research has not focused on fit in terms of brand names and the types of regulatory orientations (promotion vs. prevention) that can be associated with them. This issue has potential implications for consumers and how products can be more effectively marketed to them. Given that research has demonstrated the consumers make product choices based on fit, the following was hypothesized in this study: H1: The more promotion-focused one is, the more positive product ratings will be if the brand name is associated with promotion concerns and strategies and H2: The more prevention-focused one is, the more positive product ratings will be if the brand name is associated with prevention concerns and strategies. While not the primary foci of this paper, effects based on the following two hypotheses were also examined: H3: As independent self-construal scores increase, the more likely it is that product ratings will be higher for brand names associated with promotion concerns and strategies and H4: As interdependent self-construal scores increase, the more likely it is that product ratings will be higher for brand names associated with prevention concerns and strategies. To test the hypotheses, participants were given individual difference measures, then asked to rate cars and sports teams with brand names created for the study. Sports teams were included given the expectation that consumers identify strongly with them (in addition to car brands). Brand names appeared in two types: promotion and prevention. After the ratings, participants were given a recall task for cars they had rated earlier in the study. Then, demographics were collected and participants were d

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