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| The Interactive Effect of Product Line Extension and Regulatory Focus on Consumer Purchase Intentions |
| HE Yue，MO Zan，PENG Danhong，WAN Xiuqi，FU Huijian |
| Guangdong University of Technology, Guangzhou, China |
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Abstract Based on self-consistency theory, this study explores whether regulatory focus moderates the influence of product line extension types (horizontal-extended status products, upward-extended status products) on consumer purchase intentions and its potential psychological mechanisms. Through two situational experiments, the results show that: regulatory focus plays a moderating role in the influence of product line extension types on consumer purchase intentions. Specifically, consumer purchase intentions with promotion focus show no significant difference between horizontal-extended and upward-extended status products, while consumer purchase intentions with prevention focus is significantly lower for upward-extended status products than for horizontal-extended status products. In addition, self-consistency plays a mediating role in the interactive effect of product line extension types and regulatory focus on consumer purchase intentions.
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Received: 21 September 2023
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