THE EFFECTS OF REGULATORY FOCUS AND BUNDLE-PRICING FRAMING ON CONSUMERS' PERCEPTIONS OF LOSS

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题名:	THE EFFECTS OF REGULATORY FOCUS AND BUNDLE-PRICING FRAMING ON CONSUMERS' PERCEPTIONS OF LOSS
作者:	Lin,CH;Huang,CW
贡献者:	企業管理學系
日期:	2011
上传时间:	2012-03-27 19:05:19 (UTC+8)
出版者:	國立中央大學
摘要:	Regulatory focus theory identifies 2 kinds of orientation: a promotion-focused system in which the emphasis is on getting maximum gains; and a prevention-focused system in which the emphasis is on decreasing loss. These different orientations elicit different responses when bundle-pricing framing is encountered. This study was an investigation of the relationship between regulatory focus and bundle-pricing framing for different need levels. The results indicate that regulatory focus leads to differences in perceived loss for different bundle-pricing framing scenarios, particularly when the user needs only 1 product in the bundle. Thus, firms that use this strategy must determine whether or not bundle-price framing is suitable for regulatory focus at different need levels.
關聯:	SOCIAL BEHAVIOR AND PERSONALITY
显示于类别:	[企業管理學系] 期刊論文

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