What to Get and What to Give Up: Effectiveness of Promotion Vs. Prevention Messages in Acquisition Vs. Forfeiture Decision Tasks

Tilottama G. Chowdhury, Quinnipiac University, USA
Camelia Micu, Fairfield University, USA
S. Ratti Ratneshwar, University of Missouri, USA
Eunjin Kim, University of Missouri, USA
We show across three studies that promotion- versus prevention-focused messages are superior in acquisition decisions, but only in the case of hedonic products and when imagery-based processing is dominant. However, prevention-focused messages are relatively more effective in forfeiture decisions, provided the ads deal with utilitarian products and processing is analytical.
[ to cite ]:
Tilottama G. Chowdhury, Camelia Micu, S. Ratti Ratneshwar, and Eunjin Kim (2013) ,"What to Get and What to Give Up: Effectiveness of Promotion Vs. Prevention Messages in Acquisition Vs. Forfeiture Decision Tasks", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.