The impact of regulatory focus and word of mouth valence on search and experience attribute evaluation

Purpose This paper aims to investigate the direct and interactive effects of regulatory focus (promotion versus prevention), attribute type (search versus experience) and word of mouth valence (positive versus negative) on consumption decision for a service and a product. Design/methodology/approach Three empirical studies (two laboratories and a field experiment) using “university” and “mobile phone” as the research setting were used to test...