On the Compatibility of Orientation, Task and Preference:The Role of Brand Information

Jingjing Ma, University of California, Los Angeles
Shi Zhang, University of California, Los Angeles
This research predicts and finds the compatibility of orientation (promotion versus prevention), task (choose versus give-up), and preference (hedonic versus utilitarian products). Further it shows that the compatibility occurs in conditions where brand information is not given, and disappears in conditions where brand information is given. When hedonic and utilitarian products have brand information, the effect of orientation on hedonic/utilitarian product preferences diminishes in choose task but in give-up task.
[ to cite ]:
Jingjing Ma and Shi Zhang (2008) ,"On the Compatibility of Orientation, Task and Preference:The Role of Brand Information", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 895-896.