Consumer Preferences for New Product Upgrading Methods: Based on Regulatory Focus Theory

With the development of technology, the speed of product upgrades and replacements is getting faster and faster. Currently, there is not much research and discussion on which product upgrade methods are more favored by consumers. This article is based on the theory of regulatory focus and studies the attitudes of consumers with different regulatory focus types towards various product upgrade methods. Through a series of experimental studies, it has been found that prevention focused consumers prefer non-alignment upgrading and utilitarian benefit upgrade, while promotion focused consumers prefer alignment upgrading and hedonic benefit upgrades.