Consumer Behavior

The Role of Regulatory Focus and Fit in Attribute-Based Evaluation of Apparel Products

Author: Jonghan Hyun (Kent State University)

Abstract

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.

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How to Cite: Hyun, J. (2017) “The Role of Regulatory Focus and Fit in Attribute-Based Evaluation of Apparel Products”, International Textile and Apparel Association Annual Conference Proceedings. 74(1).