The Perfect Fit: The Moderating Role of Selling Cues on Hedonic and Utilitarian Product Types

Gopal Das,Amaradri Mukherjee,Ronn J. Smith

Journal of Retailing（2018）

引用 76|浏览17

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摘要

•Regulatory focus moderates the effect of selling cues on purchase intention.•A limited edition cue aligns well with hedonic products.•A best seller cue aligns well with utilitarian products.•Perceived uniqueness mediates the effect of limited edition on purchase intention.•Perceived risk mediates the effect of best seller on purchase intention.

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关键词

Scarcity cue,Popularity cue,Regulatory focus,Perceived risk,Perceived product uniqueness,Purchase intention

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