Effect of regulatory focus primed by a smartphone application on calling plan satisfaction

Abstract

This research showed that the regulatory focus primed by different types of smartphone applications moderates the relationship between phone usage and calling plan satisfaction through two experiments. Smartphone applications presenting phone usage from zero to maximum minutes (ZTM) (maximum minutes to zero) prime users toward a promotion-focused goal (prevention-focused goal). In case of usage above a preset allowance, consumers with a promotion focus had a higher level of satisfaction with a calling plan than those with a prevention focus. On the other hand, in case of usage below the allowance, the reverse was true. Meanwhile, this research revealed that perceptual fluency affects the moderating effect of regulatory focus on the relationship between phone usage and calling plan satisfaction.