S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Theses (Master's Degree_경영학과)
How emotion and regulatory focus affects purchase of new product according to risk pereption
- 경영대학 경영학과
- Issue Date
- 서울대학교 대학원
- 학위논문 (석사)-- 서울대학교 대학원 : 경영학과, 2013. 8. 김재일.
- This study reviews the results of an experiment on the effect of the emotion and self-regulatory system when consuming experiential goods. The emotion involves in either happy or sad emotional status, and the self-regulatory system involves in either a promotion focus or a prevention focus.
This study shows that emotion and self-regulatory system of a consumer influences the purchase of new products. New product is chosen as movies that are about to be released, and this study sees how people react to high-risk and low-risk movies when their emotion and self-regulatory system is manipulated.
The results of this study suggest that happy consumers are more risk-prone, and have favorable attitude toward risky product, and that sad people are risk-averse and have favorable attitude toward low-risk product. Likewise, promotion focused consumers are risk-prone and prevention focused consumers are risk-averse. This study implies that emotion and self-regulatory system can act together as variable when confronted with new product.