Chang, Shin-Shin; Chang, Chung-Chau; Chien, Ya-Lan; … - In: European Journal of Marketing 48 (2014) 11/12, pp. 1939-1961
Purpose – This research aims to analyze whether the self-regulatory focus, a consumer variable, moderates the impact of … atypicality. Design/methodology/approach – Study 1 is a 2 (self-regulatory focus: promotion/prevention) × 3 (atypicality of … Study 1 with a sample of different age, three different champagne usage contexts and a manipulation of self-regulatory focus …