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The influence of lay theories of F eng S hui on consumers' peace of mind: The role of regulatory fit
Author(s) -
Ho ShuHsun,
Chuang ShuTing
Publication year - 2012
Publication title -
asian journal of social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.5
H-Index - 49
eISSN - 1467-839X
pISSN - 1367-2223
DOI - 10.1111/j.1467-839x.2012.01385.x
Subject(s) - regulatory focus theory , feeling , promotion (chess) , psychology , appeal , social psychology , goal pursuit , focus group , sociology , political science , law , politics , creativity , anthropology
With its history dating back five millennia, the art of creating harmonious surroundings – commonly referred to as F eng S hui – has become deeply rooted in C hinese culture. Yet despite its significant effect on people's daily lives, a dearth of research is available on how F eng S hui influences consumers' decisions. This study investigates the influence of F eng S hui on customers' attitude based on their regulatory focus, providing suggestions for business opportunities. Three studies examine whether F eng S hui's goals influence participants' decisions and feelings of appropriateness. Study 1 demonstrated that the fit between F eng S hui's suggestions and consumers' regulatory focus impacted decision making. Participants were more likely to adopt the F eng S hui practitioner's suggestions of a goal compatible with the consumers' regulatory focus. Study 2 provided evidence that a regulatory focus also impacts participants' peace of mind. Study 3 tested whether the value experienced from regulatory fit is reflected in the price. Specifically, promotion‐oriented individuals feel more accepting of promotion‐focused F eng S hui that is consistent with an approach goal while prevention‐oriented individuals are more persuaded by prevention‐focused F eng S hui that is consistent with an avoidance goal. When the F eng S hui appeal is compatible with the self‐regulatory focus, individuals demonstrate a greater feeling of appropriateness and produce a higher level of peace of mind.