Minhi Hahn

KAIST College of Business

Korea, Republic of (South Korea)

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Regulatory Focus and Decision Rules: Are Promotion-Focused Consumers Utility Maximizers and Prevention-Focused Consumers Regret Minimizers?

KAIST College of Business Working Paper Series No. 2017-011
Number of pages: 30 Posted: 14 Jul 2017
Jooyoung Lim and Minhi Hahn
Korea Advanced Institute of Science and Technology (KAIST), College of Business, Students and KAIST College of Business
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Abstract:

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Anticipated Regret, Regulatory Focus, Discrete Choice Model, Heterogeneous Decision Rule, Random Regret Minimization, Random Utility Maximization