Consumers often make trade-offs between experiential and material purchases, a choice which has important implications for consumers as well as marketers. The current research explores the effect of regulatory focus on such trade-offs. We find that promotion-driven individuals have a higher preference for experiential purchases than people with a prevention focus. This effect is demonstrated with a set of nine studies that utilize different operationalizations of regulatory focus and purchase type, including seven studies in the main text that use experimental data and two studies in the online Supplemental Materials that use real-world data (Instagram and Google Trends). Due to the variable nature of an experiential purchase, promotion-focused individuals are drawn to its numerous upside potentials, whereas prevention-focused people focus on its many downside potentials. Using both the mediation and moderation approaches, we show that the focus of attention on experiential purchases drives the observed effect. Finally, we demonstrate the evidential value of our findings with a p-curve analysis. (PsycInfo Database Record (c) 2022 APA, all rights reserved).

中文翻译：

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体验偏好：监管重点以及体验购买和材料购买之间的权衡。

消费者经常在体验购买和物质购买之间进行权衡，这一选择对消费者和营销人员都有重要影响。目前的研究探讨了监管重点对这种权衡的影响。我们发现，与注重预防的人相比，以促销为导向的个人对体验式购买的偏好更高。这种效果通过一组九项研究得到证明，这些研究利用监管重点和购买类型的不同操作，包括正文中的七项研究使用实验数据和在线补充材料中的两项研究使用真实世界数据（Instagram 和谷歌）趋势）。由于体验式购买的可变性，以促销为重点的个人被其众多的上行潜力所吸引，而注重预防的人则关注其许多负面潜力。使用中介和适度方法，我们表明对体验式购买的关注推动了观察到的效果。最后，我们通过 p 曲线分析证明了我们的发现的证据价值。（PsycInfo 数据库记录 (c) 2022 APA，保留所有权利）。