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ISSN : 1229-8778
The current research investigates the moderating role of brand sensitivity in the fit between regulatory focus and brand names. The finding revealed that the effect of the fit between regulatory focus and brand names on brand attitude depended on the level of brand sensitivity. Specifically, in the high brand sensitivity, participants in the promotion-primed condition evaluated the brand more favorably when they were exposed to the promotion-oriented brand name than when they were exposed to the prevention-oriented brand name, whereas participants in the prevention-primed condition evaluated the brand more favorably when they were exposed to the prevention-oriented brand name than when they were exposed to the promotion-oriented brand name. In the low brand sensitivity condition, however, only a main effect of the regulatory focus was found. Participants in the prevention-primed condition evaluated the brand more favorably than those in the promotion-primed condition.
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