Key points are not available for this paper at this time.
Abstract This research conducted two experiments to examine the effects of expertise and the regulatory focus on hedonic escalation when consuming various products within a brand. Study 1 showed that expertise results in different levels of hedonic escalation. Novice consumers experienced higher hedonic escalation than expert consumers did, considering their knowledge of products. Study 2 verified the moderating role of regulatory focus on the relationship between expertise and hedonic escalation. It revealed that promotion‐focused experts exhibited greater hedonic escalation, buying various products in a brand than prevention‐focused experts did. Conversely, promotion‐focused novices showed lower hedonic escalation, buying products in a brand than prevention‐focused novices did.
Chang et al. (Sun,) studied this question.