The Effects of the Interaction of Construal Level Theory and Regulatory Focus Theory on Consumer Preference of Choice

• Main Authors: Chan, Yi-Hsuan, 詹宜璇
• Other Authors: Tang, Ying-Chan
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/12116454391203889153

碩士 === 國立交通大學 === 經營管理研究所 === 104 === Previous studies found that：in temporal construal theory, people would use high-level construal in distant-future event, whereas using low-level construal in near-future event. In addition, there is a fit between regulatory focus and construal level. The results indicate that promotion-focus individuals are more likely to construe information at high-level construal, whereas those who with prevention-focus are more likely to use low-level construal. This research extends regulatory construal fit, wondering whether the interaction of two theories would influence consumer preference of choice. This research is 2(*2)(*2) between and within-subject factorial design. Contextual assumption of booking accommodation at Airbnb to manipulate regulatory focus（promotion-focus/prevention-focus）, temporal distance（distant-future/near-future）, and construal level（high desirability and low feasibility/low desirability and high feasibility）. The result shows that temporal distance on preference choice is more significant than regulatory focus. At an era of information explosion, how to influence consumer preference of choice through message context is a big learning. The contribution of this research is that simultaneously manipulates chronic regulatory focus and temporary regulatory focus in order to let marketers realize how to effectively communicate with promotion-focus and prevention-focus consumer in distant-future and near-future situation.