 The role of product newness in activating consumer regulatory goalsLuo, Yong (Eddie), Veronica Wong and Ting-Jui Chou International Journal of Research in Marketing, 2016, vol. 33, issue 3, 600-611 Abstract: This paper examines the role that product newness plays in activating consumer regulatory goals. We propose that these fundamental goals may not only be endogenously triggered in the new product evaluation context, but also will be determined by the type of product innovation, as gauged by the extent to which it is an incremental (INP) or really new product (RNP). More specifically, ad exposure to an INP (RNP) may spontaneously trigger a promotion (prevention) goal (Study 1). Further, we show that consumer perception of the cost to buy the product (whether the price was perceived to be high or low) moderates the relation between the RNP and activated regulatory goal. When consumers perceive the price of the RNP to be high (low), a prevention (promotion) goal is activated. However, the moderating effect of price is not found in the case of goal activation by the INP. In addition, we show that the situational regulatory focus induced mediates the effect of the interaction of price and product newness on purchase intention (Study 2). Keywords: Regulatory goal; Goal activation; Product innovation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:33:y:2016:i:3:p:600-611 DOI: 10.1016/j.ijresmar.2015.09.008 Access Statistics for this article International Journal of Research in Marketing is currently edited by Roland Rust More articles in International Journal of Research in Marketing from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.