Seeking Pleasure for Self and Avoiding Danger for Home — Impact of Product Type Exposure on Regulatory Focus and Moderation Effect of Only-Child Background

Abstract

Abstract Seeking Pleasure for Self and Avoiding Danger for Home — Impact of Product Type Exposure on Regulatory Focus and Moderation effect of Only-Child Background Wang Hu Marketing Graduate School of Business Administration Seoul National University The exposure to the product type is playing an increasingly substantial impact to consumers due to the advert of novel shopping manner such as online shopping. Such effect is therefore of growing necessity for research. Prior study suggests the sheer exposure to the certain health product type can induce regulatory focus. The paper aim to extend the generalizability of the finding by studying household product in comparison to individual use product. Self-construal is proposed and studied as the mediator. In addition, the moderation effect of family background, whether the person is the only-child or not specifically, is also researched. Two studies are designed to examine the hypotheses. The first study confirmed the effect of exposure to product type. The second study replicated the result with different products, and tested the mediation effect of self-construal and the moderation of only-child background. Both of the hypotheses were supported. The research contributed in three ways. The findings extended the generalizability of the effect of product type

and provided a mechanism to explain the relationship by the mediation effect. Moreover, the moderation effect of only-child background was proposed.