The Effect of Regulatory Focus on Conformity Behavior

調節焦點對消費者從眾行為影響

10.6226/NTURM2013.JUL.C18

鄭尹惠(Yin-Hui Cheng)；高登第(Danny T. Kao)；莊世杰(Shih-Chieh Chuang)；陳淑惠(Shu-Hui Chen)

調節焦點 ； 從眾行為 ； 認知負載 ； conformity ； regulatory focus ； cognitive load

臺大管理論叢

24卷1期（2013 / 12 / 01）

207 - 232

英文

本研究主要在驗證調節焦點對消費者從眾行為之影響。實驗1研究影響當消費者處於預防焦點的情況下，將比處於促進焦點的情況下產生更明顯的從眾行為。進一步，實驗2發現調節焦點對消費者從眾行為之影響是由資訊及規範常模中介所造成的。最後，實驗3發現節焦點對消費者從眾行為之影響在高認知負載下將會消失。

This article examines the influence of regulatory focus on conformity. Three experimental situations are developed to examine the effect. Experiment 1 reveals that regulatory focus influences conformity, with the effect being more obvious under a prevention-focused condition, in which people conform more strongly with others, than under a promotion-focused condition. In Experiment 2, the effect of regulatory focus on conformity is mediated by informational influences and normative influences. The results of Experiment 3 show that under a high cognitive load, the effect of regulatory focus on conformity disappears.

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