The Impact of Differences in Regulatory Focus on the Originator Effect of User-Generated Products

With the evolution of digital technology, the development of new products that are co-created by users is increasing. Research has revealed the existence of the “originator effect”, which increases consumers’ purchase intentions by informing them that a new product was ideated by users when it is marketed. However, not enough research on the boundary conditions under which this effect is lost has been conducted. In this study, two experiments were conducted to explore the impact of differences in regulatory focus on the boundary conditions of the originator effect, centering on regulatory focus theory. Specifically, experiments were conducted on promotion-focused product types in products of high complexity and on prevention-focused advertising messages in products of low complexity. The results revealed that even in highly complex products, where the originator effect is lost, the originator effect was observed for the promotion-focused product type. It was also found that there is a negative interaction effect between prevention-focused advertising messages and user-ideated information in low-complexity products.