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.