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.
HE Yue,MO Zan,PENG Danhong等. The Interactive Effect of Product Line Extension and Regulatory Focus on Consumer Purchase Intentions[J]. Chinese Journal of Management, 2024, 21(11): 1669-.
