How regulatory focus-mode fit impacts variety-seeking

This thesis investigates impacts on consumers’ variety-seeking due to fit between regulatory focus (promotion, prevention) and regulatory mode (locomotion, assessment). I analysed a field dataset of 10,547 consumers and conducted three experiments across Australia, the United Kingdom, and the United States. Findings show that regulatory focus–mode fit decreases variety-seeking due to strengthened engagement and attitude certainty. Hence, this research introduces a new kind of regulatory fit, extending previous literature examining fit based on either regulatory focus or regulatory mode in isolation. Managers can segment consumers based on their motivations or adjust advertising messages to predict and influence variety-seeking