本研究在不同的任務模式下，探討消費者規範焦點對享樂實用屬性以及新奇屬性的重視差異。我們發現當人們以選擇做決定時，促進焦點的人會對享樂屬性較重視，預防焦點則較重視實用屬性；在剔除的情況則相反。此外，我們也發現購物決策的涉入性在這個效果中是一個邊界效果的角色。我們發現當人們的購物決策涉入性低時，選擇的決定方式會使促進焦點的人重視享樂屬性，預防焦點的人會較重視實用屬性；剔除的決定方式會使促進焦點的人較重視實用屬性，預防焦點的人重視享樂屬性。但在購物決策涉入性高的時候，不同的消費者規範焦點在重視屬性間沒有顯著差異。此外，我們在兩個實驗中分別使用不同類型的產品，並使用衡量與操弄執行規範焦點，顯示了我們實驗的可靠度。

This article discuss how do regulatory focus of consumers focus on different hedonic versus utilitarian attribute under the moderation of task format. We find that promotion focused consumer tend to focus more on hedonic attribute when they are under choosing task but prevention focused people tend to focus more on utilitarian attribute. However, the situation in rejecting task is opposite. We adopt different type of product in two experiments and both measurement and manipulation to access consumers’ regulatory focus, the results from the experiments are consistent. Moreover, we find the boundary condition on purchase involvement in this effect that when people is in low-involvement purchase condition, people will focus on the attribute which is fitted with their regulatory focus. However, when they are in high-involvement purchase condition, this effect cannot be observed.

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