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Effects of Regulatory Focus on Consumers’ Preferences for Perceived Category Breadth - A. Ghiassaleh, The impact of self-indulgence goals on perceived brand uniqueness - P. Desmichel
Arezou Ghiassaleh et Perrine Desmichel (HEC Lausanne)
12:00-14:00, salle Anthropole 3088
The present research examines the impact of regulatory orientation on consumers’ preferences for perceived category structure breadth as examined with two independent variables - structural breadth and category labels. The findings indicate that promotion-oriented consumers are more satisfied with their shopping experience when choosing among products that are organized in category structures that they perceive as broad, whereas prevention-oriented consumers are more satisfied when choosing among products that are organized in category structures that they perceive as narrow. This pattern of results emerges when perceived breadth is manipulated through true structural breadth (study 1) and when perceived breadth for each individual category is manipulated through category labels that suggest abstract or concrete category definitions with structural breadth held constant (study 2). These results suggest that retailers could increase the satisfaction of shoppers by presenting products that are typically used for promotion purposes in structures that appear broad, presenting products that are typically used for prevention purposes in structures that appear narrow, and customizing the presentation of products that can be used for either promotion or prevention purposes to the degree possible based on information about the goals of individual shoppers.
Brands strive to create unique images, as a unique brand image can be a key differentiator from competing brands and can foster a closer and more aspirational relationship with customers. In this project we examine how consumer goals can impact the perceived uniqueness of luxury brands. We report the results of a study showing that encouraging luxury consumers to focus on self-indulgence goals can amplify their perceptions of a brand’s uniqueness.
|12 juin 2015
Christian Martin (HEC Lausanne)
12:00-14:00, salle Anthropole 3059
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