TY - JOUR
T1 - Beauty in the eyes of its beholders
T2 - Effects of design novelty on consumer preference
AU - Liu, Fu
AU - Zhu, Zhenzhong
AU - Chen, Haipeng (Allan)
AU - Li, Xingbo
N1 - Publisher Copyright:
© 2019 Elsevier Ltd
PY - 2020/3
Y1 - 2020/3
N2 - In this research, we propose that promotion- (vs. prevention-) focused consumers should prefer a novel product design, an effect that we attribute to increased processing fluency. In addition, we propose that the effect of consumers’ regulatory focus should be moderated by product type, such that promotion- (prevention-) focused consumers should prefer more (less) novel designs only for utilitarian products; for hedonic products all consumers should prefer a novel design regardless of their regulatory foci. We obtain empirical evidence for these predictions across four experiments that use different operationalizations of regulatory focus and product type. We conclude by discussing the theoretical contributions and managerial implications of our research.
AB - In this research, we propose that promotion- (vs. prevention-) focused consumers should prefer a novel product design, an effect that we attribute to increased processing fluency. In addition, we propose that the effect of consumers’ regulatory focus should be moderated by product type, such that promotion- (prevention-) focused consumers should prefer more (less) novel designs only for utilitarian products; for hedonic products all consumers should prefer a novel design regardless of their regulatory foci. We obtain empirical evidence for these predictions across four experiments that use different operationalizations of regulatory focus and product type. We conclude by discussing the theoretical contributions and managerial implications of our research.
KW - Hedonic consumption
KW - Product design
KW - Product preference
KW - Regulatory focus
KW - Utilitarian consumption
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U2 - 10.1016/j.jretconser.2019.101969
DO - 10.1016/j.jretconser.2019.101969
M3 - Article
AN - SCOPUS:85073511915
SN - 0969-6989
VL - 53
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
M1 - 101969
ER -