The effects of regulatory focus and bundlepricing framing on consumers' perceptions of loss

Chien Huang Lin, Chi Wen Huang

Research output: Contribution to journalArticlepeer-review

3 Scopus citations

Abstract

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 bundlepricing 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.

Original languageEnglish
Pages (from-to)113-117
Number of pages5
JournalSocial Behavior and Personality
Volume39
Issue number1
DOIs
StatePublished - 2011

Keywords

  • Bundle pricing
  • Loss and gain
  • Prevention-focused regulatory focus
  • Promotion-focused regulatory focus

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