This research attempts to understand people purchase intention on unknown brand under the crowding condition. Crowding can leads to either positive or negative perception in one’s mind that can bring on different behaviors. Chronic regulatory focus theory divided human behavior into two groups; promotion and prevention focus, both of them have their own motivation in doing their act. On the first study we will use regulatory focus as one of the factor to differentiate the purchase intention for well known and unknown brands, high and low involvement products. Apparently the regulatory focus doesn’t show significant effect for the high involvement products.
Second study is conducted to examine the effect of crowding; a picture of crowding condition is attached with the unknown brands. From the latter study, it shows that prevention focus individuals are positively affected by the crowd in both product category involvements. Meanwhile the promotion regulatory focus individuals don’t show significant difference on their purchase intention for high involvement product.

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