Shaping consumer preference using alignable attributes: the roles of regulatory orientation and construal level

Jin Sun, Hean Tat Keh, Angela Y. Lee

Research output: Contribution to journalArticleResearchpeer-review

5 Citations (Scopus)


The structural alignment literature suggests that people place more weight on alignable (vs. nonalignable) attributes when evaluating competing options. The present research proposes that consumers’ regulatory orientation moderates this process. Specifically, consumers differentially weight alignable versus nonalignable attributes depending on whether they are prevention or promotion-oriented. Results of four studies indicate that prevention-oriented consumers who tend to construe information at a more concrete level rely more on alignable attributes when evaluating two options as compared to promotion-oriented consumers who tend to construe information at a more abstract level, and are influenced more by nonalignable attributes. The authors further show that consumers’ construal level and differential ease of processing the two types of attributes mediate the influence of regulatory orientations on their relative weighting of alignable versus nonalignable attributes and product evaluations.

Original languageEnglish
Pages (from-to)151-168
Number of pages18
JournalInternational Journal of Research in Marketing
Issue number1
Publication statusPublished - Mar 2019


  • Cognitive construal
  • Ease of processing
  • Regulatory orientation
  • Structural alignability

Cite this