1. Advertising painful yet pleasurable experiences: The interaction of hedonic frame and regulatory focus Open Access Author: Liu, Qing Title: Advertising painful yet pleasurable experiences: The interaction of hedonic frame and regulatory focus Graduate Program: Hotel, Restaurant, and Institutional Management Keywords: Hospitality ManagementMarketingAdvertisingConsumer BehaviorRegulatory FocusHedonic Consumption File: Download Liu_Dissertation.pdf Committee Members: Anna S Mattila, Dissertation Advisor/Co-AdvisorAnna S Mattila, Committee Chair/Co-ChairHubert Van Hoof, Committee MemberDavid Allen Cranage, Committee MemberLisa Elizabeth Bolton, Committee Member