@conference{itaa 1639, author = {Jonghan Hyun}, title = {The Role of Regulatory Focus and Fit in Attribute-Based Evaluation of Apparel Products}, volume = {74}, year = {2017}, url = {https://www.iastatedigitalpress.com/itaa/article/id/1639/}, issue = {1}, abstract = {<p>The purpose of this study is to investigate the role of regulatory focus and fit in evaluation of apparel products bearing certain attributes. Our findings suggest that promotion-focused consumers attach more value to apparel products bearing attractive attributes, whereas prevention-focused consumers attach more value to apparel products bearing must-be attributes.</p>}, month = {1}, issn = {2769-0512}, publisher={Iowa State University Digital Press}, journal = {International Textile and Apparel Association Annual Conference Proceedings} }