Year: 2010
Type: article
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 selfconstrual 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 III.Interdependent Self-Construal …………………………………………….IV.Variance Explained by Independent and Interdependent Self-Construal … V. Car 1 Promotion…………………………………………………………… VI.Car 1 Prevention…………………………………………………………… VII.Car 1 Independent………………………………………………………….VIII.Car 1 Interdependent……………………………………………………….IX.Car 2 Promotion…………………………………………………………… X. Car 2 Prevention…………………………………………………………… XI.Car 2 Independent………………………………………………………….XII.Car 2 Interdependent……………………………………………………….XIII.Car 3 Promotion…………………………………………………………… XIV.Car 3 Prevention…………………………………………………………… XV.Car 3 Independent………………………………………………………….
Author: Johnny A. Sams
Institution: Cleveland State University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2364210830