Fit or not? Bringing regulatory fit into the frame on health food preferences

Kuo, Kuo-Shuan; Chuang, Shih-Chieh; Huang, Molly Chien-Jung; Wu, Pei-Ying

doi:10.1108/apjml-10-2018-0434

Cited by 12 publications

(9 citation statements)

References 54 publications

(85 reference statements)

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“…Future research on food consumption can study how ascending vs. descending price orders in menu‐based price presentation influences food choices differently under hedonic/taste vs. utilitarian/health motivation. Hedonic/taste (vs. utilitarian/health) motivation is associated with more promotion (vs. prevention) focus (Florack et al., 2013; Kuo et al., 2019). Thus, findings from this research would predict that price order effect would be stronger for utilitarian/health (vs. hedonic/taste) motivation.…”

Section: Discussionmentioning

confidence: 99%

When does the price presentation order impact choices? Dispositional and situational moderators for the price order effect

Mukherjee

2022

Int J Consumer Studies

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Consumers are often presented with multiple prices—either for the same item (e.g. auctions or negotiations) or for a suite of options. Existing research has shown that the order in which multiple prices are presented can influence consumer choices. Specifically, ascending (vs. descending) price order can result in a stronger tendency to choose lower prices—an effect termed as the price order effect. While this effect has been studied extensively across a variety of domains, its boundary conditions are relatively unknown. This research fills this important gap by identifying specific dispositional (regulatory focus and sense of power) and situational (self vs. other focus, abstract vs. concrete mindset, and gain vs. loss focus) moderators of the price order effect. Specifically, across a series of four studies, we show that the price order effect is stronger for (a) prevention (vs. promotion) focused consumers, (b) those with low (vs. high) sense of power, (c) under self (vs. other) focus, (d) under concrete (vs. abstract) mindset, and (e) under loss (vs. gain) focus. This research also provides additional evidence for loss aversion as the proposed mechanism for price order effect. We discuss the theoretical contributions and managerial implications of this research, and identify potential future research directions.

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Section: Discussionmentioning

confidence: 99%

When does the price presentation order impact choices? Dispositional and situational moderators for the price order effect

Mukherjee

2022

Int J Consumer Studies

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“…The moderating role of the relative strength of prevention over promotion focus (RSPPF) Power can be construed as responsibility and opportunity, during which individuals with high sense of power would pursue others-centered goals and self-centered goals respectively (Sassenberg et al, 2012). Different goals can be aligned with their relevant behavior through goal orientation (Kuo et al, 2019;Chen et al, 2017). Customer goal orientation is comprehensively discussed in regulatory focus theory (Chen et al, 2017;Kim, 2020), which seeks to explain the inside causes of human behavior (Chen et al, 2017).…”

Section: 4mentioning

confidence: 99%

“…Customer goal orientation is comprehensively discussed in regulatory focus theory (Chen et al, 2017;Kim, 2020), which seeks to explain the inside causes of human behavior (Chen et al, 2017). Regulatory focus theory basically distinguishes between two focuses of goal orientation: prevention focus and promotion focus (Kim, 2020;Sohaib et al, 2020;Kuo et al, 2019;Sacchi and Stanca, 2013). Specifically, prevention focus is rooted in duties and security needs, and involves sensitivity to negative outcomes and the inclination to avoidance; whereas promotion focus is related to needs for nurturance and aspirations, and involves sensitivity to positive outcomes and the inclination to approach (Sacchi and Stanca, 2013).…”

Section: 4mentioning

confidence: 99%

How the construal of power impacts healthy food preference: the mediating role of self-discipline perception

Jiang

Sun²,

Li³

et al. 2022

APJML

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PurposeWith the improvement of consumers' health consciousness, healthy food has attracted great attention in daily consumption. Previous research into the sense of power often distinguishes it into high and low level, ignoring the impact of different construal of power on consumption behaviors. This article divides power into dual construal (responsibility vs opportunity) and aims to examine the differential impacts of the construal of power on healthy food preference.Design/methodology/approachTwo pretests and three formal experiments were conducted to examine the effect of the construal of power on the consumer's healthy food preference, the mediation of self-discipline perception and the moderation of the relative strength of prevention over promotion focus (i.e. RSPPF).FindingsResults indicate that individuals who construe power as responsibility (vs opportunity) exhibit higher self-discipline perception, which in turn leads to greater healthy food preference. However, the main effect above can be weakened among the low-power group. Moreover, the above mediating effect of self-discipline perception is stronger for individuals with higher RSPPF.Originality/valueFirst, based on the binary-construal perspective, this study refines the classification of high power and introduces it into the antecedent research of healthy food preference. Second, this paper reveals the self-discipline perception as the inner mechanism underlying the effect of the construal of power on healthy food preference, while RSPPF as the boundary condition for this mediating mechanism. Moreover, this research also provides practical implications for healthy food enterprises that the construal of power, self-discipline perception and regulatory focus should be taken into consideration in advertising design and healthy product promotion.

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“…Extant literature has demonstrated regulatory fit can influence a wide range of domains such as message persuasiveness (Lee and Aaker, 2004), brand evaluation (Labroo and Lee, 2006), health food preference (Kuo et al , 2019) and social media engagement. In terms of brand evaluation, Labroo and Lee (2006) suggest regulatory fit can make consumers evaluate a brand more favorably.…”

Section: Conceptual Background and Hypothesesmentioning

confidence: 99%

Regulatory fit/nonfit and in-game advertising effectiveness on children

Hang¹,

Zhang

2020

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Purpose The purpose of this paper is to see whether children’ regulatory fit/nonfit can moderate the implicit influence of in-game advertising. Design/methodology/approach An experiment was done with 418 children (aged 7–11) from three primary schools in a middle-size city in China that voluntarily took part in the experiment. Children were randomly allocated to the following four conditions: playing a game without any brands (a control group), playing the same game and exposed to a subtle in-game advertising (a test control group), playing the same branded game with regulatory fit (regulatory fit group) and playing the same branded game with regulatory nonfit (regulatory nonfit group). Findings The results first suggest exposure to in-game advertising makes children more likely to choose it afterward, despite most of them are not aware being exposed to it. The results further suggest children’s regulatory fit does not further increase children’s choice of the focal brand, suggesting linking the focal brand to fun and engaging game experiences is sufficient to influence their brand choice. However, children’s regulatory nonfit attenuates the implicit influence of in-game advertising. Originality/value By focusing on children’s game strategy, this research complements the extant literature that only focuses on advertising features and/or game character to document the implicit influence of in-game advertising. In addition, by focusing on regulatory fit/nonfit, this paper provides initial evidence how contextual factors such as children’s game strategy may help them cope with advertising influence built on affect transfer.

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Fit or not? Bringing regulatory fit into the frame on health food preferences

Cited by 12 publications

References 54 publications

When does the price presentation order impact choices? Dispositional and situational moderators for the price order effect

When does the price presentation order impact choices? Dispositional and situational moderators for the price order effect

How the construal of power impacts healthy food preference: the mediating role of self-discipline perception

Regulatory fit/nonfit and in-game advertising effectiveness on children

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