The role of regulatory fit on the attraction effect
MetadataShow full item record
We show that adding entrant brands to a choice set comprising of a predominantly promotion brand and a predominantly prevention brand can make both promotion and prevention-oriented consumers susceptible to the attraction effect. If an entrant targets the brand possessing superior promotion (prevention) feature, the resulting dominance relationship allows the promotion (prevention) focused consumers to sustain their regulatory focus. Entrant brands (and the associated dominance heuristic) therefore contribute to decision value by allowing both promotion and prevention-focused consumers pursue their goal in a way that fits with their regulatory concerns.
Showing items related by title, author, creator and subject.
Donovan, Robert; Carroll, T. (2009)© Oxford University Press, 2014.Brand image or positioning refers to the associations people have when reminded of or when confronted with the brand's logo, products, or services. All elements of an integrated marketing ...
Regulatory focus and alternative processing conditions: attribute importance versus attribute ease of imagibilityRoy, Rajat (2009)Promotion focused people are more motivated to use imagery heuristics in comparison to prevention focused people. In the context of a product choice, promotion (prevention) focused people had higher evaluation and purchase ...
Roy, Rajat; Phau, Ian (2014)The results of two experimental studies show that matching a promotion (prevention) focus with imagery (analytical) information in an advertisement results in higher advertising effectiveness, together with increased ...