Don’T Lose Your Edge: the Subculture Hard-Core As Prevention-Focused Consumers

Sommer Kapitan, University of Texas at San Antonio, USA
Kristin Trask, University of Texas at San Antonio, USA
We examine the role of consumption subculture position as it relates to regulatory focus and goals-based language preferences, finding that the “hard-core” center is more responsive to concrete, prevention-focused advertisements about their subculture interests. Fringe peripherals, however, respond far more positively to abstract, promotion-oriented language in their role of hopeful-newcomers.
[ to cite ]:
Sommer Kapitan and Kristin Trask (2011) ,"Don’T Lose Your Edge: the Subculture Hard-Core As Prevention-Focused Consumers", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 700-701.