Asymmetric Effects of Regulatory Focus on Expected Desirability and Feasibility of Embracing Self-Service Technologies

He Michael Jia, Yonggui Wang, Lin Ge, Guicheng Shi, Shanji Yao

Research output: Contribution to journalArticlepeer-review

51 Citations (Scopus)

Abstract

This research draws on regulatory focus theory to examine the asymmetric effects of regulatory focus (promotion focus versus prevention focus) on expected desirability and feasibility of using self-service technologies (SSTs) in a retail setting. To study consumers' SST trial intention from the perspective of regulatory focus theory, this research first integrates the attributes of SSTs explored in prior studies into a desirability-feasibility framework. The proposed asymmetric effects of regulatory focus (promotion focus versus prevention focus) lie in both scope (on desirability, feasibility, versus both desirability and feasibility) and valence (positive versus negative): The promotion focus facilitates consumers to recognize both desirability (consumption value) and feasibility of using SSTs, whereas the prevention focus inhibits consumers from understanding the feasibility-related attributes of SSTs. In addition, it is proposed that the promotion focus contributes to the easement of consumers' technology anxiety, whereas the prevention focus has a reverse effect. Furthermore, expected desirability (consumption value) and feasibility both positively influence consumers' intention to adopt SSTs, whereas technology anxiety negatively affects consumers' trial intention. Structural equation modeling is used to test the overall model, and the results support the hypotheses in general.

Original languageEnglish
Pages (from-to)209-225
Number of pages17
JournalPsychology and Marketing
Volume29
Issue number4
DOIs
Publication statusPublished - Apr 2012
Externally publishedYes

Fingerprint

Dive into the research topics of 'Asymmetric Effects of Regulatory Focus on Expected Desirability and Feasibility of Embracing Self-Service Technologies'. Together they form a unique fingerprint.

Cite this