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- W4381333193 abstract "This study investigates how regulatory focus, shopping enjoyment, store promotions, and propensity to plan before shopping are interrelated to explain store promotion usage. Two studies were conducted based on a moderated mediation approach. One is survey-based using PLS-SEM and another is experiment-based using Process Macro. The results reveal that shopping enjoyment mediates the relationship between store promotion usage and consumers’ regulatory focus, irrespective of its nature as a personality trait or a situational variable. The relationship between shopping enjoyment and regulatory focus is moderated by propensity to plan. Understanding this interrelatedness for predicting store promotion usage would help practitioners design more effective promotional materials." @default.
- W4381333193 created "2023-06-21" @default.
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- W4381333193 date "2023-06-20" @default.
- W4381333193 modified "2023-09-23" @default.
- W4381333193 title "The impact of regulatory focus on store promotions: The role of shopping enjoyment" @default.
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- W4381333193 doi "https://doi.org/10.1080/13527266.2023.2224346" @default.
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