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ISSN : 1229-8778
This research investigated on the influence of regulatory consistency between consumer and brand on new product evaluations. Also we addressed the moderating role of brand-product distance on this regulatory consistency effects. Additionally the processing fluency was tested as a possible cognitive mechanism of those evaluations. As a result. we found that consumers showed more positive product evaluations when both consumer and brand had congruent regulatory focus than when did not have. But this effect was moderated by brand-product distance(brand-product similarity). Specifically in the condition of close distance between brand and new product, regulatory consistency effects appeared like previous study, whereas consistency effect disappeared in the condition of far distance showing that there were no difference of evaluations regardless of consumer-brand regulatory consistency. Also we found the evidence of processing fluency’s mediating role on new product evaluations. Our research contribution could be explained as follows; We expanded measuring of chronic regulatory focus into brand not confined to consumers. Our study explored consumer-brand regulatory consistency effect beyond regulatory fit raised by many past literatures and discovered moderating role of brand-product distance on that effect.
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