Modulating Regulatory Goals: Exploring the Impact of Cognitive Styles on Feature Based Product Choice

Abstract

This study explored the available evidence on the purchase intention of consumers based on product features with and without price display when put under promotion and prevention goal. Multivariate ANOVA test was run to explore the same. This was done in two separate groups of students. One group was put under prevention goals (N= 40) and the other under promotion goals (N= 40). Study 1 looked at how product type (cell phones vs. laptops) and product attributes (high vs. low hedonic and utilitarian) influenced purchase intention. The results showed that adjustments in product attributes had a significant primary effect on participants' purchase intention. Furthermore, the combination of product features and aims (promotion vs. prevention) had a substantial impact on purchase intention we found that participants were more inclined towards buying a low utilitarian product when put under prevention goal, emphasising the necessity of taking individual goals into account when making consumer decisions. Study 2 extended the analysis to include price variations (high vs. low) as well as product type and attributes. Product attributes had a substantial impact on purchase intention, while product type and price range did not. Furthermore, the interactions between price range and goals, as well as product attributes and goals, had a substantial impact on purchase intention. These findings highlight the complex interplay between product qualities, pricing, and individual aspirations in driving customer behaviour. We found that participants when put under promotion goals were more inclined towards buying high hedonic products under low price conditions. And when put under prevention goals participants were more inclined toward buying high utilitarian products under high price conditions.