Compromise and Attraction Effects under Prevention and Promotion Motivations
This article examines the influence of consumers' motivational orientations on their susceptibilities to context effects. Prevention-focused consumers were found to be more sensitive to the compromise effect and less sensitive to the attraction effect than promotion-focused consumers. In addition, the effects of promotion and prevention motivations were amplified when consumers were asked to justify their choices. Finally, we found that products associated with a prevention concern are more attractive when presented as compromise than asymmetrically dominant options, whereas products associated with a promotion concern are more attractive when presented as asymmetrically dominant options than compromise options. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..
Year of publication: |
2007
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Authors: | Mourali, Mehdi ; Bckenholt, Ulf ; Laroche, Michel |
Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 34.2007, 2, p. 234-247
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Publisher: |
University of Chicago Press |
Saved in:
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