Mixed effects of inconsistent reviews on consumers: The moderating roles of product attributes and regulatory focus

Promoting Water Conservation Based on the Matching Effect of Regulatory Focus and Emotion

“…Individuals with different regulatory foci show significant differences in their thinking, cognition, and information processing [ 14 ]. Promotion-focused people tend to adopt a strategy of approach, they are eager to maximize their profits, and they believe that things are developing in a benign way and do not need special actions [ 15 ]; therefore, they tend to adopt heuristic strategies in regard to their decision-making [ 16 ].…”

Is precise description in advertising always better than vague ones? – From an accessibility-diagnosability theoretical perspective

“…Horizontal attribute refers to the feature that consumers do not have a unified preference; it varied on consumer preferences and perceptions, which is also named as matching attribute (Kwark et al , 2014). Vertical attribute information and horizontal attribute information play different roles in consumers' purchase and evaluation process (Huang et al , 2017). Since the vertical attribute of product information involves functional benefits, consumers have unified standards for them, such as quality standards and operating speed of smartphones; contrastingly, the horizontal attribute of product information involves the heterogeneity of consumer preferences, most of which are characteristics about consumer experience, so consumers have inconsistent preference for them, such as the appearance design of smartphones.…”

“…(3) Smartphones are search goods (vs experience goods), with many distinct horizontal and vertical attributes, which are convenient for the experimental manipulation of this research. Referring to the research by Huang et al (2017), the appearance design preferences varies individually due to personal differences, but the quality of the camera function is absolute and has little individual differences, so we selected the appearance design and the camera function to represent the horizontal and vertical attribute of smartphone, respectively.…”

“…Fifty random participants selected their top-preferred three types of food, and according to the frequency of their selected types, we finally determined hot pot as the stimulus of this study ( p = 40). Referring to the research of Huang et al (2017), individuals have inconsistent preferences for taste and dishes, while they have relatively consistent standards for the dining environment and service. Therefore, hot pot was selected as the stimulus in this study, with taste representing the horizontal attribute, and environment and service representing the vertical attribute.…”

“…Previous studies on the presentation of advertising information have mostly focused on the information presentation framework (Sar and Anghelcev, 2015; Lee and Aaker, 2004), presentation order (Huang et al , 2016; Meng et al , 2017), individual consumer differences (Yoo and Kim, 2014), but to our knowledge, there has been no research focused on product attribute (vertical attribute and horizontal attribute) in advertising information presentation. Products have a series of multiple attributes (Kim and Chhaje, 2002), and consumers have inconsistent perceptions toward the information of different product attributes (Kim and Chhaje, 2002; Huang, etc., 2017). This article will delve deep into the information presentation method and consumers' information processing mechanism by distinguishing different product attributes.…”