Shaping consumer preference using alignable attributes: The roles of regulatory orientation and construal level
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DOI: 10.1016/j.ijresmar.2018.12.001
Abstract: Abstract The structural alignment literature suggests that people place more weight on alignable (vs. nonalignable) attributes when evaluating competing options. The present research proposes that consumers' regulatory orientation moderates this process. Specifically, consumers differentially weight… read more here.
Keywords: regulatory orientation; alignable attributes; nonalignable attributes; level ... See more keywords