Analogical reasoning and regulatory focus: using the creative process to enhance consumer-brand outcomes within a co-creation context

Abstract

Purpose New product development (NPD) is increasingly being delegated to consumers, yet little research has investigated consumer-centric factors that may influence this delegation. Thus, the purpose of this paper is to uniquely combine regulatory focus and analogical reasoning to investigate new product ideation and downstream consumer-brand responses. Design/methodology/approach A series of experiments were undertaken. Findings Study 1 revealed that promotion-focused consumers (as opposed to prevention-focused consumers) have significantly greater purchase intentions if given an analogical reasoning task before engaging in new product ideation due to their cognitive flexibility. Study 2 tested the effects of near vs far analogies and found that promotion-focused consumers use analogical thinking to a greater extent and have significantly higher purchase intentions if primed with far analogies because regulatory fit is enhanced. However, analogical thinking and purchase intentions significantly drop if primed with near analogies. In contrast, prevention-focused consumers use analogical thinking to a greater extent and have significantly higher purchase intentions if shown near analogies, compared to far analogies, because of improved regulatory fit. Both studies confirm a serial mediation chain involving task engagement, self-brand connection, and brand sincerity. Research limitations/implications This research extends current understanding regarding the role of creative tasks within consumer NPD. It also uniquely links regulatory focus and consumer task engagement in NPD to increase favorable brand responses. Practical implications Findings offer managerial insights that can positively increase consumer-brand outcomes during NPD. Originality/value This is one of the first studies to demonstrate the importance of analogical thinking and consumer-centric factors (i.e., regulatory focus) during the NPD process. This avenue of research is important, as most studies have neglected ways in which to increase consumer NPD task engagement, leaving resources unutilized.

Drivers and consequences of customer participation into value co-creation: a field experiment

“…Saarijärvi et al (2013) suggest changing the existing managerial mindsets accordingly. There is rare research (Naletelich and Spears, 2020) on how to make this change and what will be the results of involving customers in the co-creation of new products (Costa and Coelho do Vale, 2018). They mainly focus on company outcomes such as strategy, benefits and use of participatory tools.…”

Video Game Addiction Among Students During COVID-19 Pandemic Based on Regulatory Focus Theory and Interpersonal Competence

“…In terms of reliability, the promotion focus should at least generate Cronbach α=0.79, whereas the prevention focus should at least generate Cronbach α=0.74 62. As an alternative, the promotion focus should at least generate Cronbach α=0.74, whereas the prevention focus should at least be at Cronbach α=0.68 63. The study generated Cronbach α=0.65 regarding the promotion focus and Cronbach α=0.65 regarding the prevention focus.…”

“…62 As an alternative, the promotion focus should at least generate Cronbach α = 0.74, whereas the prevention focus should at least be at Cronbach α = 0.68. 63 The study generated Cronbach α = 0.65 regarding the promotion focus and Cronbach α = 0.65 regarding the prevention focus. The identification of the students' focus was based on the larger values between the promotion focus and prevention focus.…”

The impact of expertise on hedonic escalation: A moderating role of regulatory focus

“…For instance, facing consumers with different knowledge levels, it is suggested from the recent findings that an expert will feel more positive with higher promotion focus orientation while a novice buyer feels more positive with higher prevention focus orientation. Based on prior research, it may be effective to operate exploratory and creative interactions for expert consumers, such as nonstandard layouts or opportunities for customization (Naletelich & Spears, 2020). Contrarily, marketers should operate navigable, stable, and concrete communications for novice buyers to retain their satisfaction (Arnold & Reynolds, 2009).…”