ICPS
2019 International Convention of Psychological Science · 2019
Consumers’ Responses to Intelligent Home Services: The Role of Regulatory Focus
- Moon-Yong Kim
Hankuk University of Foreign Studies
Abstract
The present research examines the moderating role of consumers’ regulatory focus (promotion focus vs. prevention focus) in their responses to intelligent home services. The results indicate that consumers have more favorable responses to utilitarian (vs. hedonic) intelligent home services when they are prevention-focused (vs. promotion-focused).
Judgment and Decision Making
