Abstract

To investigate the effect of time pressure, regulatory focus message, and need for cognitive closure(NCC), this study was conducted with a 2(Time pressure: high/low) x2(Regulatory focus: promotion/prevention) x2(NCC: high/low) factorial design. Also, this study examined the moderated mediation effects of regulatory focus on the path between time pressure and attitude and purchase intention through perceived risk. Findings of the study showed a significant effect of promotion-focused message on attitude in the low(vs. high) time pressure condition. In addition, there was a significant effect of low NCC on purchase intention in the low(vs. high) time pressure condition. Perceived risk was found to mediate the relationship between time pressure and attitude and purchase intention. The implications and limitations of the study are discussed.