Can Regulatory Focus Influence the Judgement of “These Suit Me!” ? A Comparison Between Western and Eastern Consumers

2019 Global Fashion Management Conference, Paris

Consumers commonly choose a fashion item which looks good on them. However, the judgement is subjective so that it may change by motivation from someone or something. This paper examined the effects of regulatory focus on the judgements of consumers whether a fashion item suits them. The author conducted a comparison survey between Western and Eastern.