在競爭日益激烈的市場中，許多公司已將其營銷戰略重點從廣告投放轉移到 促銷活動，例如增加優惠與價格折扣，以吸引消費者目光並刺激消費者的購買決策。 早期的文獻認為，增量促銷比折扣促銷更受青睞。然而，許多研究表明，對增量促 銷的持續偏好可能會因情境特徵而異。對增量促銷與折扣促銷的偏好變化可能意味 著需要從另一個角度來闡明。本文使用的一項研究中共有 269 名參與者作為樣本， 證實並展示了調節定向如何影響消費者對於增量促銷與折扣促銷之間的偏好變化。 本文還揭示了前述關係能透過預期的遺憾達到部分中介的效果。此外，本文表明不 同調節定向之間的增量促銷與折扣促銷的偏好強度會因消費類型而異。研究結果通 過了解消費者基於他們的動機取向與針對促銷產品的消費類型的偏好，對現有的零 售和消費者決策文獻提供了更深入的見解。本研究更是透過預期遺憾的角度去了解 消費者在購買決策過程中對於增量促銷和折扣促銷的偏好程度，進而提供更有效的 促銷策略方向。

In the increasingly competitive marketplace, many companies have shifted their marketing strategic focus from advertising to sales promotions, such as bonus packs and price discounts, to attract consumers and stimulate consumers’ purchase decisions. Early literature argued that bonus packs are preferred over price discounts. However, many research has showed that the persisting preference for bonus packs may vary depending on the situational characteristics. The variations in the preferences for bonus packs and price discounts might imply the need to shed light from another perspective. Using a sample of 269 participants in one study, this paper confirms and presents the robustness of how regulatory focus influences the preferences between bonus packs and price discounts. This paper also uncovers that anticipated regret partially mediates the relationship. Moreover, it demonstrates that the strength of preferences for bonus packs and price discounts between the distinct regulatory focus differs depending on the type of consumption. The results provide deeper insights into the existing retailing and consumer decision-making literature concerning the implementation of effective promotional strategies by understanding consumers' preferences based on their motivational orientations and the type of consumption intended for the promoted product, as well as by understanding the consumer decision-making process in respect of the preferences for bonus packs and price discounts from the perspective of regret.

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