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Compromise and Attraction Effects under Prevention and Promotion Motivations

Title:

Compromise and Attraction Effects under Prevention and Promotion Motivations

Mourali, Mehdi and Böckenholt, Ulf and Laroche, Michel (2007) Compromise and Attraction Effects under Prevention and Promotion Motivations. Journal of Consumer Research, 34 (2). pp. 234-247. ISSN 0093-5301

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Official URL: http://dx.doi.org/10.1086/519151

Abstract

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.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Article
Refereed:Yes
Authors:Mourali, Mehdi and Böckenholt, Ulf and Laroche, Michel
Journal or Publication:Journal of Consumer Research
Date:2007
ID Code:973642
Deposited By:ANDREA MURRAY
Deposited On:09 Mar 2012 13:27
Last Modified:09 Mar 2012 13:27
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