AbstractsBusiness Management & Administration

What Regulatory Mode tells us about Body Movement, Assortments and Missed Opportunities.

by Frank Mathmann

Institution: University of New South Wales
Department: Marketing
Year: 2014
Keywords: Assessment; Regulatory mode; Regulatory fit; Locomotion; Body movement; Physical movement; Option abundance; Large assortments; Inaction inertia; Missed opportunities
Record ID: 1053767
Full text PDF: http://handle.unsw.edu.au/1959.4/54103


Modern retail-environments demand ever less physically and ever more cognitively from consumers. Customers barely have to move to make a purchase but need to go through countless options, many of which might not even be available by the time they make a decision. Research considering consumers’ reactions to these developments is contradictory and largely ignorant of consumer differences. Across three research projects, each of which comprises of three studies, we illustrate how consumers’ locomotion and assessment orientations determine reactions to body movement, large assortments and missed opportunities. We explore underlying mechanisms, show that effects hold when priming or measuring orientations and when accounting for alternative accounts.