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open access
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ISSN : 1229-8778
The purpose of this study is to examine the effects of sub-category types on the product assessment and the moderating effect of consumers' self-regulatory focus. The design of this research was comprised of 2(sub-categorization: expected vs. unexpected) × 2 (self-regulatory focus: prevention focus vs. promotion focus) between subjects factorial design. The results of study 1 and 2 can be summarized as follows. Both study 1 and study 2 showed the same results. Hypothesis 1 was supported, showing that consumers were more positive about the products that used unexpected sub-category than those of expected sub-category. Hypothesis 2 was partially supported. For Hypothesis 2-1, it was expected that those who were prevention focused would be likely to evaluate expected sub-category product more positively than unexpected one, but as an analytic result, it showed that there was no statistically significant difference. In contrast, for Hypothesis 2-2, those who were promotion focused showed a higher value on the unexpected sub-category than the expected one, which was supported by the statistically significant difference. Hypothesis 2-1 was not supported because the experimental product was not a complex product, but an ordinary product that was well known in everyday lives, and the product with affordable prices was selected. It is probable that consumers have less perception of negativity since the behavior of purchase at a coffee shop does not cause any big burden of risk. Therefore, if we proceed with our further studies by selecting digital electronics products or fashion products whose purchasing prices are formed a little higher or the burden of risk is higher when making a purchase, we can get different consequences.
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