The Effect of Regulatory Mode on the Likelihood to Buy a Less Attractive Offering after Missing an Initial Attractive One

Abstract

Abstract:

Previous researches indicate that individuals are inclined to forgo a less attractive opportunity after missing an initial attractive one.However,some researchers proposed the opposite opinion that individuals have motivations to take actions when encountering the subsequent opportunity.In this paper,we confirm that it is possible for some kind of people to take actions even when they have missed the first attractive opportunity.Based on the literature regarding regulatory mode,we proposed that people with different regulatory modes vary in revaluating the product when missing the first attractive opportunity,which influences the likelihood to take the second less attractive opportunity.Specifically,individuals with high locomotion mode are more likely to take actions than individuals with high assessment mode when a less attractive opportunity is presented again after the first attractive one is missed.Furthermore,revaluation of the product mediates the effect of regulatory mode on the likelihood to buy.After missing the initial opportunity,individuals with high locomotion mode tend to anchor the initial price,while individuals with high assessment mode tend to anchor the most attractive price in the first opportunity.This leads individuals with high locomotion mode to revaluate the product at a higher value than those with high assessment mode.We test the hypotheses through two experiments.The results of Experiment 1 show that individuals ranked high in locomotion mode revaluate the product at a higher value and tend to be more likely to buy in the second opportunity than those ranked high in assessment mode.We examined the moderating effect of time interval in Experiment 2.When the initial opportunity is missed just a moment before rather than for a long time,individuals ranked high in locomotion mode are more likely to revaluate the product at a higher value than those ranked high in assessment mode and thus are more likely to buy when facing a less attractive opportunity.

Key words: regulatory mode, likelihood to buy, revaluation, time interval

Xu Lan, Zhao Shuangshuang, Cui Nan, Xie Wenting, Lu Kaili. The Effect of Regulatory Mode on the Likelihood to Buy a Less Attractive Offering after Missing an Initial Attractive One[J]. , 2017, 29(6): 177-188.

References

[1] Van Putten M., Zeelenberg M., Van Dijk E. Dealing with Missed Opportunities:Action vs. State Orientation Moderates Inaction Inertia[J]. Journal of Experimental Social Psychology, 2009,(4):808-815
[2] 李晓明,周俏. 先前错失选项的数量对不作为惯性的调节机制[J]. 心理科学进展, 2013,21(2):205-210
[3] 苏凇,陈荣,黄劲松. 不作为惰性的调节:基于"向前看"的多参照点视角[J]. 心理学报, 2013,45(12):1393-1409
[4] Zeelenberg M., Nijstad B. A., Van Putten M., et al. Inaction Inertia, Regret and Valuation:A Closer Look[J]. Organizational Behavior and Human Decision Processes, 2006,101(1):89-104
[5] PatrickV. M., Lancellotti M., Hagtvedt H. Getting A Second Chance:the Role of Imagery in the Influence of Inaction Regret on Behavior Intent[J]. Original Empirical Research, 2009,37(10):181-190
[6] 李东进,马云飞,杜立婷. 错过购买情境下消费者后悔对购买意向的影响研究[J]. 南开管理评论, 2011,14(5):141-152
[7] Van Putten M., Zeelenberg M., Van Dijk E., et al. Inaction Inertia[J]. European Review of Social Psychology, 2013,24(1):123-159
[8] Yaniv S., Shai D., Marcel Z. Choosing Between Options Associated with Past and Future Regret[J]. Organizational Behavior and Human Decision Processes, 2015,126:107-114
[9] 杨宜苗. 错过价格促销情境下消费者感知价值损失及其对负向购买意愿的影响[J]. 商业经济与管理, 2010,(2):52-60
[10] Liu T. C., Cheng T., Ni F. Y. How Consumers Respond to the Behavior of Missing A Free Gift Promotion:Inaction Inertia Effect on Products Offered as Free Gifts[J]. The Journal of Social Psychology, 2011,151(3):361-381
[11] 赵占波,陈荣,陈凯,等. 购后时间对降价导致后悔情绪影响的探讨——基于产品类型的视角[J]. 管理评论, 2015,27(2):77-86
[12] Pierro A., Pic, G., Klein K., et al. Looking Back or Moving on:How Regulatory Modes Affect Nostalgia[J]. Motivation and Emotion, 2013,37(4):653-660
[13] 刘波. 降价及后悔对消费者价值损害的影响实证研究[J]. 管理评论, 2009,21(6):69-75
[14] Tamar A., Higgins T. E. Locomotion, Assessment, and Regulatory Fit:Value Transfer from "How" to "What"[J]. Journal of Experimental Social Psychology, 2003,39(5):525-530
[15] Kruglanski A. W., Thompson E. P., Higgins E. T., et al. To "Do the Right Thing"or to "Just Do It":Locomotion and Assessment as Distinct Self-Regulatory Imperatives[J]. Journal of Personality and Social Psychology, 2000,79(5):793-815
[16] Kruglanski A. W., Pierro A., Mannetti L., et al. The Distinct Psychologies of "Looking" and "Leaping":Assessment and Locomotion as the Springs of Action[J]. Social& Personality Psychology Compass, 2013,7(2):79-92
[17] Clara A., Antonio P., Antonio C. et al. Regulatory Modes and Time Management:How Locomotors and Assessors Plan and Perceive time[J]. International Journal of Psychology, 2014,49(3):192-199
[18] Pierro A., Giacomantonio M., Pica G., et al. On the Psychology of Time in Action:Regulatory Mode Orientation and Procrastination[J]. Journal of Personality and Social Psychology, 2011,101(6):1317-1331
[19] Kruglanski A. W. Goals as Knowledge Structure[M]. New York:Guilford Press, 1996
[20] Appelt K. C., Xi Z., HigginsE. T. Feeling Right or Being Right:When Strong Assessment Yields Strong Correction[J]. Motivation and Emotion, 2010,34(3):316-324
[21] Ryu K., Han H., Kim T. H. The Relationships among Overall Quick-Casual Restaurant Image, Perceived Value, Customer Satisfaction, and Behavioral Intentions[J]. International Journal of Hospitality Management, 2008,27(3):459-469
[22] Sascha A., Torsten B., Jan W. Gambled Price Discounts:A Remedy to the Negative Side Effects of Regular Price Discounts[J]. Journal of Marketing, 2015,79(2):62-78
[23] Gneezy A., Gneezy U, Olié Lauga D. A Reference-Dependent Model of the Price-Quality Heuristic[J]. Journal of Marketing Research, 2014,51(2):153-164
[24] Pierro A., Giacomantonio M., Pica G., et al. When Comparative Ads are more Effective:Fit with Audience's Regulatory Mode[J]. Journal of Economic Psychology, 2013,38:90-103
[25] Sharma, Kiran, Joshi, et al. An Investigative Study on the Impact of Affective and Cognitive States on Impulse Buying[J]. Romanian Journal of Marketing, 2015,(1):32-38
[26] Jacoby J., Chestnut R. W., Fisher W. A. A Behavior Process Approach to Information Acquisition in Nondurable Purchasing Consumer[J]. Journal of Marketing Research, 1978,15(4):532-544
[27] Jacoby J. Information Load and Decision Quality:Some Contested Issues[J]. Journal of Marketing Research, 1977,14(4):569-573
[28] Kruglanski A. W., Pierro A., Higgins E. T. Regulatory Mode and Preferred Leadership Styles:How Fit Increases Job Satisfaction[J]. Basic and Applied Social Psychology, 2007,29(2):1-52
[29] Kiel G. C., Layton R. A. Dimensions of Consumer Information Seeking Behavior[J]. Journal of Marketing Research, 1981,18(2):233-239
[30] Pierro A., Leder S., Mannetti L., et al. Regret Mode Effects On Counterfactual Thinking and Regret[J]. Journal of Experimental Social Psychology, 2007,44(2):1-31
[31] Orehek E., Mauro R., Kruglaski A. W., et al. Prioritizing Association Strength Versus Value:The Influence of Self-Regulatory Modes on Means Evaluation in Single Goal and Multigoal Contexts[J]. Journal of Personality and Social Psychology, 2012,102(3):22-31
[32] Preacher K. J., Hayes A. F. SPSS and SAS Procedures for Estimating Indirect Effects in Simple Mediation Models[J]. Behavior Research Methods, Instruments and Computers, 2004,36(4):1-38
[33] Hayes A. F. Introduction to Mediation, Moderation, and Conditional Process Analysis[M]. New York:The Guilford Press, 2013
[34] Benjamin L., Flynn F. J. Leadership Style and Regulatory Mode:Value from Fit[J]. Organizational Behavior and Human Decision Processes, 2006,100(2):216-230