The role of regulatory fit on the attraction effect

Journal of Consumer Psychology - Tập 21 - Trang 473-481 - 2011
Subimal Chatterjee1, Rajat Roy2, Ashwin Vinod Malshe3
1Binghamton University, School of Management, State University of New York, USA
2School of Marketing, Curtin Business School, Curtin University of Technology, Perth, Western Australia, Australia
3ESSEC Business School, 100 Victoria Street, National Library Building #13-02, 188064, Singapore

Tóm tắt

AbstractWe 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.

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Thông tin
Thông tin xuất bản

Journal of Consumer Psychology

Tập 21

473-481

Thông tin tác giả