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dc.contributor.authorChatterjee, S.
dc.contributor.authorRoy, Rajat
dc.contributor.authorMalshe, A.
dc.identifier.citationChatterjee, S. and Roy, R. and Malshe, A. 2011. The role of regulatory fit on the attraction effect. Journal of Consumer Psychology. 21 (4): pp. 473-481.

We show that adding entrant brands to a choice set compr ising 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.

dc.publisherElsevier Inc.
dc.subjectRegulatory fit
dc.subjectPrevention features
dc.subjectPromotion features
dc.subjectRegulatory focus
dc.subjectAttraction effect
dc.titleThe role of regulatory fit on the attraction effect
dc.typeJournal Article
dcterms.source.titleJournal of Consumer Psychology
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available

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