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How emotion and regulatory focus affects purchase of new product according to risk pereption

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Authors
이현주
Advisor
김재일
Major
경영대학 경영학과
Issue Date
2013-08
Publisher
서울대학교 대학원
Keywords
regulatory focusemotionnew product
Description
학위논문 (석사)-- 서울대학교 대학원 : 경영학과, 2013. 8. 김재일.
Abstract
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.
Language
English
URI
https://hdl.handle.net/10371/124453
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Theses (Master's Degree_경영학과)
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