Essays in regulatory focus and price acceptance

dc.contributor.advisor Malhotra, Naresh K.
dc.contributor.author Patil, Ashutosh R. en_US
dc.contributor.committeeMember Bharadwaj, Sundar
dc.contributor.committeeMember Bond, Sam
dc.contributor.committeeMember Citrin, Alka
dc.contributor.committeeMember Iacobucci, Dawn
dc.contributor.department Management en_US
dc.date.accessioned 2010-09-15T18:43:18Z
dc.date.available 2010-09-15T18:43:18Z
dc.date.issued 2009-07-06 en_US
dc.description.abstract Part one of the thesis studies differential diagnosticity towards substantive extrinsic information available in the environment. This research tests the interaction between regulatory focus and availability of extrinsic-substantive information such as consensus information, on the range of acceptable price. Prior research on regulatory focus led us to two divergent predictions. Our findings lend support to the asymmetric-elaboration account. Under this account, only prevention-oriented consumers are likely to change their acceptable price range if combinations of favorable-and-unfavorable consensus information are available in the environment, while promotion-oriented consumers disregard such information. We find that this difference is due to the differences in the level of difficulty experienced in specifying acceptable price range across the two regulatory foci. Further, we also undertake random-parameters regression models that provide unique general findings. For example, we find that for promotion-oriented consumers it is their high-level product construal, while for prevention-oriented consumers it is their low-level product construal that influences their respective acceptable price ranges, irrespective of level of external information available. Theoretical and managerial implications are discussed. en_US
dc.description.degree Ph.D. en_US
dc.identifier.uri http://hdl.handle.net/1853/34692
dc.publisher Georgia Institute of Technology en_US
dc.subject Regulatory focus en_US
dc.subject Price acceptance en_US
dc.subject Reference price en_US
dc.subject Latitude of acceptable prices en_US
dc.subject Acceptable price range en_US
dc.subject Extrinsic-information diagnosticity en_US
dc.subject.lcsh Willingness to pay
dc.subject.lcsh Consumer behavior
dc.subject.lcsh Consumers' preferences
dc.title Essays in regulatory focus and price acceptance en_US
dc.type Text
dc.type.genre Dissertation
dspace.entity.type Publication
local.contributor.advisor Malhotra, Naresh K.
local.contributor.corporatename Scheller College of Business
relation.isAdvisorOfPublication aeef8b21-0b4f-41cd-b62b-cd5d7d60d679
relation.isOrgUnitOfPublication a2f83831-ae41-4d65-82ff-c8bf95db4ffb
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