Consumer Behavior

Apparel Product Attributes and Consumer Choice Decision: A Regulatory Focus Perspective

Author: Jonghan Hyun (Kent State University)

Abstract

The purpose of this study is to investigate the within-consumer variance in consumer preference towards different apparel product attributes. It is proposed that such variance can be caused by the consumers' regulatory state.

Keywords:

How to Cite: Hyun, J. (2016) “Apparel Product Attributes and Consumer Choice Decision: A Regulatory Focus Perspective”, International Textile and Apparel Association Annual Conference Proceedings. 73(1).