Regulatory Focus, Regulatory Fit, and the Search and Consideration of Choice Alternatives

  title={Regulatory Focus, Regulatory Fit, and the Search and Consideration of Choice Alternatives},
  author={Michel Tuan Pham and Hannah H. Chang},
  journal={Journal of Consumer Research},
This research investigates the effects of regulatory focus on alternative search and consideration set formation in consumer decision making. Results from three experiments yield two primary findings. First, promotion-focused consumers tend to search for alternatives at a more global level, whereas prevention-focused consumers tend to search for alternatives at a more local level. Second, promotion-focused consumers tend to have larger consideration sets than do prevention-focused consumers… 

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