The preference analysis of baseball equipment consumers: The role of regulatory focus, construal level and message frame Jun Yeon Mun, Kwang-Min Cho*,

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1 The preference analysis of baseball equipment consumers: The role of regulatory focus, construal level and message frame Jun Yeon Mun, Kwang-Min Cho*, & Yoon-Sung Ma Yonsei University [Purpose] [Methods] [Results] Key words:

4 Fig. 1. Research model

5 Table 1. General characteristics of the subjects (n=318) Demographic n % Gender Male s Age 30s s Over 50s Participate in The League More then No response Years at Participant Salary Less than 1 year year year year More then 15 year Less then 1,000, ,000,000-2,000, ,000,000-4,000, ,000,000-7,000, More then 7,000,

6 Table 2. Summary of scales used Variable Regulatory focus Construal level Message framing of equipments Items 1. In general, I am focused on preventing negative events in my life 2. I am anxious that I will fall short of my responsibilities and obligations. 3. I frequently imagine how I will achieve my hopes and aspirations. 4. I often think about the person I am afraid I might become in the future. 5. I often think about the person I would ideally like to be in the future. 6. I typically focus on the success I hope to achieve in the future. 7. I often worry that I will fail to accomplish my business goals. 8. I often think about how I will achieve business success. 9. I often imagine myself experiencing bad things that I fear might happen to me. 10. I frequently think about how I can prevent failures in my life. 11. I am more oriented toward preventing losses than I am toward achieving gains. 12. My major goal in company right now is to achieve my business ambitions. 13. My major goal in company right now is to avoid becoming an business failure. 14. I see myself as someone who is primarily striving to reach my ideal self to fulfill my hopes, wishes, and aspirations. 15. I see myself as someone who is primarily striving to become the self I ought to be to fulfill my duties, responsibilities, and obligations. 16. In general, I am focused on achieving positive outcomes in my life. 17. I often imagine myself experiencing god things that I hope will happen to me. 18. Overall, I am more oriented toward achieving success than preventing failure. 1. I think the discount period of this product is sufficient. 1. This advertisement is considered to highlight the positive aspect of the product. 1. The goods in the advertisement are good 2. The goods in the advertisement are favorable. 3. The product in the advertisement gives a positive image. (Promotion: 3, 5, 6, 8, 12, 14, 16, 17, 18; Prevention: 1, 2, 4, 7, 9, 10, 11, 13, 15)

7 Table 3. Manipulation verification Construal Level Message Frame high-level low-level positive negative m sd t p Table 4. T-test of the preference in accordance with the regulatory focus Regulatory Focus Promotion (n=161) Prevention (n=157) m sd t p Table 5. T-test of the preference in accordance with the construal level on promotion focus customer Construal Level Near (n=85) Distance (n=76) m sd t p Table 6. T-test of the preference in accordance with message framing of promotion focus customer Message Framing Positive (n=86) Negative (n=75) m sd t p

8 Table 7. Variance analysis of the preference in accordance with the construal level and message framing on promotion focus customer Advertisement Type Near, Positive (n=43) Near, Negative (n=42) ƒfar, Positive (n=39) Far, Negative (n=37) m sd F p Table 9. T-test of the preference in accordance with message framing of prevention focus customer Advertisement Type Positive (n=74) Negative (n=83) m sd t p Table 8. T-test of the preference in accordance with the construal level on prevention focus customer Construal Level Near (n=75) Far (n=82) m sd t p Table 10. Variance analysis of the preference in accordance with he construal level and message framing on prevention focus customer Advertisement Type Near, Positive (n=38) Near, Negative (n=37) ƒfar, Positive (n=40) Far, Negative (n=42) m sd F p

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