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This research designed three experiments to investigate the mechanism of how imagery perspective influences decision difficulty, which increases consumers' willingness to postpone making choices based on the construal level. Studies 1, 2, and 3 demonstrated that imagining from the actor's perspective lowers one's construal level, and thus leads to greater decision difficulty and willingness to postpone...
This research conducted two experiments to examine the effects of expertise and the regulatory focus on hedonic escalation when consuming various products within a brand. Study 1 showed that expertise results in different levels of hedonic escalation. Novice consumers experienced higher hedonic escalation than expert consumers did, considering their knowledge of products. Study 2 verified the moderating...