The Influence of Product Information and Product Display on Product Evaluation: The Role of Regulatory Focus - A Case of Chinese Consumer

UoM administered thesis: Doctor of Business Administration

  • Authors:
  • Qing Tang Wan


Consumers learn about products through different ways, such as advertising, word-of-mouth, online review, and product display. Because of my personal interests in consumer research, as well as the important roles that information processing and product evaluation play in the daily businesses of my company, in this research, I examine whether the types of product information (i.e., hedonic-focused information vs. utilitarian-focused information) and displaying methods (i.e., using traditional displaying method vs. using 3D simulation displaying method) influence product evaluations. Two main studies, including two field experiments and three lab experiments, demonstrate that 1) promotion-focused individuals prefer hedonic-focused information and give higher evaluations to products featuring hedonic-focused ad information; prevention-focused individuals prefer utilitarian-focused information and give higher evaluations for products featuring utilitarian-focused ad information; 2) promotion-focused individuals prefer simulation presentations and give higher evaluations to products that are presented in 3D simulations; whereas, prevention-focused individuals prefer booklet presentations and give higher evaluations to products that are presented through booklets. Theoretically, this research contributes to product presentation literature and regulatory focus literature by demonstrating that people with different regulatory focus have different preferences for various types of product information and different ways of product display. From the perspective of sensory marketing and experience marketing, I find that regulatory focus moderates the effect of information type and product presentations on product evaluations. From a managerial standpoint, marketers are utilizing 3D technology to enhance consumers’ experience in real market. However, the current study found that not all consumers prefer 3D simulations when they are presented with products. Marketers should identify the different preferences of different types of consumers. This constitutes a pragmatic innovation for the home furnishing product market. More importantly, these research results can be utilized in our O2O platform, which was released in September 2015.


Original languageEnglish
Awarding Institution
  • Nitin Sanghavi (Supervisor)
Award date1 Aug 2020