How regulatory focus–mode fit impacts variety-seeking

Thuy Pham, Frank Mathmann, Hyun Seung Jin, E. Tory Higgins

Journal of Consumer Psychology · 2023 · Volume 33 · Issue 1

Abstract

Variety-seeking research has examined antecedents in terms of contextual factors and individual differences. However, it does not consider the interaction of individual difference factors such as regulatory focus (promotion vs. prevention) and regulatory mode (locomotion vs. assessment) to predict variety-seeking. Drawing on regulatory fit theory, this study introduces a new kind of regulatory fit based on the interaction between regulatory focus and mode (i.e.,regulatory focus–mode fit), thereby extending previous work examining fit based on either regulatory focus or regulatory mode in isolation. Results from five studies, including field data from 10,547 music app consumers (text analysis), two preregistered studies, and two online experiments, show that regulatory focus–mode fit (vs. non-fit) decreases variety-seeking. Engagement and attitude certainty serially mediate regulatory focus–mode fit effects. Findings provide implications for consumer segmentation and message framing.

Keywords

attitude certainty, choice engagement, regulatory fit, regulatory focus, regulatory mode, variety-seeking

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