Up, up and away! The metaphor of verticality and the moderating role of regulatory focus in price assessments
Purpose – The purpose of this study is to analyze the effects of the metaphor of verticality on how individuals assess prices, having regulatory focus as a moderator of this relationship. Design/methodology/approach – Two experiments were conducted with a 2 × 2 between-subjects design (metaphor of v...
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| Format: | Article |
| Language: | Portuguese |
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Emerald Publishing
2023-01-01
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| Series: | REGE Revista de Gestão |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/REGE-05-2020-0042/full/pdf |
| _version_ | 1797787790930345984 |
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| author | Marconi Freitas da Costa Claudio Felisoni de Angelo Salomão Alencar de Farias |
| author_facet | Marconi Freitas da Costa Claudio Felisoni de Angelo Salomão Alencar de Farias |
| author_sort | Marconi Freitas da Costa |
| collection | DOAJ |
| description | Purpose – The purpose of this study is to analyze the effects of the metaphor of verticality on how individuals assess prices, having regulatory focus as a moderator of this relationship. Design/methodology/approach – Two experiments were conducted with a 2 × 2 between-subjects design (metaphor of verticality: physically higher vs physically lower × regulatory focus: promotion vs prevention). The second study performed moderated mediation by incorporating the self-esteem variable. Findings – The results show that the treatment group consisting of prevention-focused individuals who consider themselves physically higher assessed prices according to what was proposed for the study compared to the group consisting of promotion-focused individuals who consider themselves physically lower. Participants in Treatment Group 1 attributed the lowest prices to products, demanded more significant discounts to go to another store searching for a product and considered the prices more unfair. Originality/value – The primary contribution of this study is to reveal that the position of one's body on the vertical axis influences their thoughts and, therefore, their decision-making in the scope of products and services prices. Moreover, regulatory focus can attenuate such effects. |
| first_indexed | 2024-03-13T01:27:46Z |
| format | Article |
| id | doaj.art-0f7ff6402e3541b19915f6684696b8d6 |
| institution | Directory Open Access Journal |
| issn | 1809-2276 2177-8736 |
| language | Portuguese |
| last_indexed | 2024-03-13T01:27:46Z |
| publishDate | 2023-01-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | REGE Revista de Gestão |
| spelling | doaj.art-0f7ff6402e3541b19915f6684696b8d62023-07-04T11:15:39ZporEmerald PublishingREGE Revista de Gestão1809-22762177-87362023-01-01301183110.1108/REGE-05-2020-0042Up, up and away! The metaphor of verticality and the moderating role of regulatory focus in price assessmentsMarconi Freitas da Costa0Claudio Felisoni de Angelo1Salomão Alencar de Farias2Department of Management, Universidade Federal de Pernambuco, Recife, BrazilDepartment of Management, Universidade de São Paulo, São Paulo, BrazilDepartment of Management, Universidade Federal de Pernambuco, Recife, BrazilPurpose – The purpose of this study is to analyze the effects of the metaphor of verticality on how individuals assess prices, having regulatory focus as a moderator of this relationship. Design/methodology/approach – Two experiments were conducted with a 2 × 2 between-subjects design (metaphor of verticality: physically higher vs physically lower × regulatory focus: promotion vs prevention). The second study performed moderated mediation by incorporating the self-esteem variable. Findings – The results show that the treatment group consisting of prevention-focused individuals who consider themselves physically higher assessed prices according to what was proposed for the study compared to the group consisting of promotion-focused individuals who consider themselves physically lower. Participants in Treatment Group 1 attributed the lowest prices to products, demanded more significant discounts to go to another store searching for a product and considered the prices more unfair. Originality/value – The primary contribution of this study is to reveal that the position of one's body on the vertical axis influences their thoughts and, therefore, their decision-making in the scope of products and services prices. Moreover, regulatory focus can attenuate such effects.https://www.emerald.com/insight/content/doi/10.1108/REGE-05-2020-0042/full/pdfMetaphor of verticalityRegulatory focusPricing decisions |
| spellingShingle | Marconi Freitas da Costa Claudio Felisoni de Angelo Salomão Alencar de Farias Up, up and away! The metaphor of verticality and the moderating role of regulatory focus in price assessments REGE Revista de Gestão Metaphor of verticality Regulatory focus Pricing decisions |
| title | Up, up and away! The metaphor of verticality and the moderating role of regulatory focus in price assessments |
| title_full | Up, up and away! The metaphor of verticality and the moderating role of regulatory focus in price assessments |
| title_fullStr | Up, up and away! The metaphor of verticality and the moderating role of regulatory focus in price assessments |
| title_full_unstemmed | Up, up and away! The metaphor of verticality and the moderating role of regulatory focus in price assessments |
| title_short | Up, up and away! The metaphor of verticality and the moderating role of regulatory focus in price assessments |
| title_sort | up up and away the metaphor of verticality and the moderating role of regulatory focus in price assessments |
| topic | Metaphor of verticality Regulatory focus Pricing decisions |
| url | https://www.emerald.com/insight/content/doi/10.1108/REGE-05-2020-0042/full/pdf |
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