This research conducted two experiments to examine the effects of expertise and the regulatory focus on hedonic escalation when consuming various products within a brand. Study 1 showed that expertise results in different levels of hedonic escalation. Novice consumers experienced higher hedonic escalation than expert consumers did, considering their knowledge of products. Study 2 verified the moderating role of regulatory focus on the relationship between expertise and hedonic escalation. It revealed that promotion-focused experts exhibited greater hedonic escalation, buying various products in a brand than prevention-focused experts did. Conversely, promotion-focused novices showed lower hedonic escalation, buying products in a brand than prevention-focused novices did.