The effects of regulatory focus and bundle-pricing framing on consumers’ perceptions of loss

Chien-Huang Lin1, Chi-Wen Huang1
1National Central University, Taiwan
Cite this article:  Lin, C.-H., & Huang, C.-W. (2011). The effects of regulatory focus and bundle-pricing framing on consumers’ perceptions of loss. Social Behavior and Personality: An international journal, 39(1), 113-118.

Volume 39 Issue 1 | e2097 | Published: February 2011 | DOI: https://doi.org/10.2224/sbp.2011.39.1.113

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Regulatory focus theory identifies 2 kinds of orientation: a promotion-focused system in which the emphasis is on getting maximum gains; and a prevention-focused system in which the emphasis is on decreasing loss. These different orientations elicit different responses when bundle-pricing framing is encountered. This study was an investigation of the relationship between regulatory focus and bundle-pricing framing for different need levels. The results indicate that regulatory focus leads to differences in perceived loss for different bundle-pricing framing scenarios, particularly when the user needs only 1 product in the bundle. Thus, firms that use this strategy must determine whether or not bundle-price framing is suitable for regulatory focus at different need levels.

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