Consumer Preferences for New Product Upgrading Methods: Based on Regulatory Focus Theory

Siyi Lai

doi:10.62051/ijgem.v7n2.17

Authors

Siyi Lai

DOI:

https://doi.org/10.62051/ijgem.v7n2.17

Keywords:

Regulatory focus, Product upgrading, New product marketing, New product

Abstract

With the development of technology, the speed of product upgrades and replacements is getting faster and faster. Currently, there is not much research and discussion on which product upgrade methods are more favored by consumers. This article is based on the theory of regulatory focus and studies the attitudes of consumers with different regulatory focus types towards various product upgrade methods. Through a series of experimental studies, it has been found that prevention focused consumers prefer non-alignment upgrading and utilitarian benefit upgrade, while promotion focused consumers prefer alignment upgrading and hedonic benefit upgrades.

Downloads

Download data is not yet available.

References

[1] Chitturi, R., Raghunathan, R., & Mahajan, V..Delight by Design: The Role of Hedonic Versus Utilitarian Benefits. Journal of Marketing. 2008(72),5, 48–63.

[2] Goldenberg, J., Barak L. Using complex systems analysis to advance marketing theory development: Modeling heterogeneity effects on new product growth. Academy of Marketing Science Review, 2001 (9).3: 1-18.

[3] Rahmayani, M. W., Hakim, A., Hernita, N., & Riyadi, W. Making Decisions About Purchases Based on Varying Consumer Behavior Concerning Product Quality Evaluations. International Journal of Accounting & Finance in Asia Pasific, 2024, 7(2), 87–101.

[4] Kuisma, T., Laukkanen, T.Mapping the reasons for resistance to Internet banking: A means-end approach. International Journal of Information, 2007. (27)2:75-85.

[5] Cai, R., & Leung, X. Y. Mindset matters in purchasing online food deliveries during the pandemic: The application of construal level and regulatory focus theories. International Journal of Hospitality Management, 2020, 91, 102677.

[6] Savas-Hall, S., Koku, P. S., & Mangleburg, T. Really New Services: Perceived Risk and Adoption Intentions. Services Marketing Quarterly, 2021, 43(4), 485–503.

[7] Higgins, E. T., Shah, J., Friedman, R. Emotional responses to goal attainment: Strength of regulatory focus as moderator. Journal of Personality and Social Psychology, 1997.(72)3:515–525.

[8] Krishna, A., Ried, S., & Meixner, M.State-trait interactions in regulatory focus determine impulse buying behavior. PLOS ONE, 2021,16(7), e0253634.

[9] Trudel, Remi, Kyle B. Murray, and June Cotte. Beyond expectations: the effect of regulatory focus on consumer satisfaction. International Journal of Research in Marketing, 2012(29).1: 93-97.

[10] Chatterjee,S., Malshe,T.B. The effect of mixed versus blocked sequencing of promotion and prevention features on brand evaluation. Journal of Business Research, 2010, 63(12): 1290–1294.

[11] Förster, Jens, E. Tory Higgins,. Approach and avoidance strength during goal attainment: Regulatory focus and the" goal looms larger" effect. Journal of personality and social psychology 1998,75: 1115-1131.

[12] Parsad, C., Prashar, S., Vijay, T. S., & Kumar, M. Do promotion and prevention focus influence impulse buying: The role of mood regulation, shopping values, and impulse buying tendency. Journal of Retailing and Consumer Services, 2021,61, 102554.

[13] Chang, C.C., Chou, Y.J. Goal orientation and comparative valence in persuasion [J]. Journal of Advertising, 2008, (37)2: 73–88.

[14] Pham, M. T., Avnet, T. Ideals and oughts and the reliance on affect versus substance in persuasion [J]. Journal of Consumer Research, 2004, (30)4:503–518.

[15] Song, X. Michael, and Mitzi M. Critical development activities for really new versus incremental products [J]. Journal of product innovation management 1998 (15).2: 124-135.

[16] Pae, Jae H., and Donald R. Lehmann. .Multigeneration innovation diffusion: The impact of intergeneration time [J]. Journal of the Academy of Marketing Science. 2003 (31) 1: 36-45.

[17] Okada, E. M. Upgrades and new purchases [J]. Journal of Marketing, 2006, 70(10): 92-102.

[18] Yeo, Junsang, and Jongwon Park. Effects of parent-extension similarity and self regulatory focus on evaluations of brand extensions [J]. Journal of Consumer Psychology 2006 (16) .3: 272-282.

[19] Higgins, E. T., Nakkawita, E., & Cornwell, J. F. M. Beyond outcomes: How regulatory focus motivates consumer goal pursuit processes. Consumer Psychology Review, 2019, 3(1), 76–90.

[20] Peracchio, Laura A., and Alice M. Tybout. "The moderating role of prior knowledge in schema-based product evaluation." Journal of Consumer Research, 1996(3): 177-192.

[21] Rijnsoever,van., Frank J., Rogier T. Donders. The effect of innovativeness on different levels of technology adoption [J]. Journal of the American Society for Information Science and Technology, 2009 (60) 5: 984-996.

[22] Venkatraman, M.P., Price, L.L. Differentiating between cognitive and sensory innovativeness: concepts, measurement, and implications [J]. Journal of Business Research, 1990 (20) 4, 293–315.

[23] Higgins, E. T., Friedman, R. S., Harlow, R. E., Achievement orientations from subjective histories of success: Promotion pride versus prevention pride [J]. EuropeanJournal of Social Psychology, 2001. (31), 3–23.

[24] Chitturi, R., Rajagopal Raghunathan, and Vijay Mahajan. Delight by design: the role of hedonic versus utilitarian benefits [J]. Journal of Marketing, 2008, 72 (3): 48-63.

[25] Akel G, Armaan E. Hedonic and utilitarian benefits as determinants of the application continuance intention in location-based applications: the mediating role of satisfaction [J]. Multimedia Tools and Applications, 2021, 80(5):7103-7124.

[26] Klein K , Melnyk V .Speaking to the mind or the heart: effects of matching hedonic versus utilitarian arguments and products [J]. Marketing Letters, 2016, 27(1):131-142.

[27] Caracciolo F, Furno M. Hedonic Functions, Heterogeneous Consumers, and Wine Market Segmentation. Journal of Agricultural and Resource Economics, 2020, 45:299-316.

[28] Hassenzahl, M., Markus Schöbel, How motivational orientation influences the evaluation and choice of hedonic and pragmatic interactive products. Interacting with Computers 2008. (20) 4: 473-479.

[29] Voss, K. E., E. R. Spangenberg and B. Grohmann. Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude [J], Journal of Marketing Research, 2003(40)3, 310-320.

[30] Midgley D., Dowling, G.R. Innovativeness: the concept and its measurement [J]. Journal of Consume Research, 1978; 4:229– 42.

[31] Roehrich, Gilles. Consumer innovativeness: concepts and measurements [J]. Journal of Business Research, 2004, (57)6:671–679.

[32] Young, Eun. Huh. Do early adopters upgrade early? Role of post-adoption behavior in the purchase of next-generation products [J]. Journal of Business Research, 2008, 61: 40–46.