How regulatory focus–mode fit impacts variety‐seeking
基于调节匹配理论，研究了调节焦点（促进/预防）与调节模式（运动/评估）的交互作用如何影响消费者的多样性寻求行为，发现匹配会减少多样性寻求，且参与度和态度确定性起连续中介作用。
Abstract Variety‐seeking research has examined antecedents in terms of contextual factors and individual differences. However, it does not consider the interaction of individual difference factors such as regulatory focus (promotion vs. prevention) and regulatory mode (locomotion vs. assessment) to predict variety‐seeking. Drawing on regulatory fit theory, this study introduces a new kind of regulatory fit based on the interaction between regulatory focus and mode (i.e., regulatory focus–mode fit ), thereby extending previous work examining fit based on either regulatory focus or regulatory mode in isolation. Results from five studies, including field data from 10,547 music app consumers (text analysis), two preregistered studies, and two online experiments, show that regulatory focus–mode fit (vs. non‐fit) decreases variety‐seeking. Engagement and attitude certainty serially mediate regulatory focus–mode fit effects. Findings provide implications for consumer segmentation and message framing.