Verticality, Regulatory Focus, and Prices: Who is Able to Get a Good Deal?

The use of the metaphor of verticality may affect consumers’ motivations to perform product price assessments, and the motivational regulatory focus of the individual may have features that contribute to restoring motivation. This study aims to analyze the influence of the verticality metaphor, and...

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Autores principales:	Marconi Freitas da Costa, Claudio Felisoni de Angelo, Salomão Farias
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2020
Materias:	metaphor verticality regulatory focus price good deal Business HF5001-6182
Acceso en línea:	https://doaj.org/article/c9ab9ff8c6e648a4b8ba18881b9082ee
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spelling	oai:doaj.org-article:c9ab9ff8c6e648a4b8ba18881b9082ee2021-11-11T15:48:08ZVerticality, Regulatory Focus, and Prices: Who is Able to Get a Good Deal?1807-734X10.15728/bbr.2020.17.3.4https://doaj.org/article/c9ab9ff8c6e648a4b8ba18881b9082ee2020-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123063507004https://doaj.org/toc/1807-734XThe use of the metaphor of verticality may affect consumers’ motivations to perform product price assessments, and the motivational regulatory focus of the individual may have features that contribute to restoring motivation. This study aims to analyze the influence of the verticality metaphor, and of the regulatory focus on price assessments in order to get a good deal. We performed an experimental study with a design 2 (vertical metaphor: physically tall vs. physically short) x 2 (regulatory focus: promotion vs. prevention) between subjects. The results show that the treatment group, with the individuals who consider themselves physically tall and focused on prevention, had the best performance when assessing price in the context of getting a good deal. The originality of this research lies in the identification of the behavioral characteristics of individuals that are able to mitigate changes in people’s motivation when exposed to mental simulations of verticality, in order to get a good deal. In practical terms, the findings make it evident that the decrease in individuals’ motivation for decision making surrounding prices, under the effects of verticality, can be reestablished when they take on surveillance behavior as well as behavior aimed at avoiding mistakes.Marconi Freitas da CostaClaudio Felisoni de AngeloSalomão FariasFUCAPE Business Schoolarticlemetaphorverticalityregulatory focuspricegood dealBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 17, Iss 3, Pp 309-327 (2020)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	metaphor verticality regulatory focus price good deal Business HF5001-6182
spellingShingle	metaphor verticality regulatory focus price good deal Business HF5001-6182 Marconi Freitas da Costa Claudio Felisoni de Angelo Salomão Farias Verticality, Regulatory Focus, and Prices: Who is Able to Get a Good Deal?
description	The use of the metaphor of verticality may affect consumers’ motivations to perform product price assessments, and the motivational regulatory focus of the individual may have features that contribute to restoring motivation. This study aims to analyze the influence of the verticality metaphor, and of the regulatory focus on price assessments in order to get a good deal. We performed an experimental study with a design 2 (vertical metaphor: physically tall vs. physically short) x 2 (regulatory focus: promotion vs. prevention) between subjects. The results show that the treatment group, with the individuals who consider themselves physically tall and focused on prevention, had the best performance when assessing price in the context of getting a good deal. The originality of this research lies in the identification of the behavioral characteristics of individuals that are able to mitigate changes in people’s motivation when exposed to mental simulations of verticality, in order to get a good deal. In practical terms, the findings make it evident that the decrease in individuals’ motivation for decision making surrounding prices, under the effects of verticality, can be reestablished when they take on surveillance behavior as well as behavior aimed at avoiding mistakes.
format	article
author	Marconi Freitas da Costa Claudio Felisoni de Angelo Salomão Farias
author_facet	Marconi Freitas da Costa Claudio Felisoni de Angelo Salomão Farias
author_sort	Marconi Freitas da Costa
title	Verticality, Regulatory Focus, and Prices: Who is Able to Get a Good Deal?
title_short	Verticality, Regulatory Focus, and Prices: Who is Able to Get a Good Deal?
title_full	Verticality, Regulatory Focus, and Prices: Who is Able to Get a Good Deal?
title_fullStr	Verticality, Regulatory Focus, and Prices: Who is Able to Get a Good Deal?
title_full_unstemmed	Verticality, Regulatory Focus, and Prices: Who is Able to Get a Good Deal?
title_sort	verticality, regulatory focus, and prices: who is able to get a good deal?
publisher	FUCAPE Business School
publishDate	2020
url	https://doaj.org/article/c9ab9ff8c6e648a4b8ba18881b9082ee
work_keys_str_mv	AT marconifreitasdacosta verticalityregulatoryfocusandpriceswhoisabletogetagooddeal AT claudiofelisonideangelo verticalityregulatoryfocusandpriceswhoisabletogetagooddeal AT salomaofarias verticalityregulatoryfocusandpriceswhoisabletogetagooddeal
_version_	1718433919520473088

Verticality, Regulatory Focus, and Prices: Who is Able to Get a Good Deal?

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