Sequencing Promotion and Prevention Features: the Moderating Role of Regulatory Focus

Subimal Chatterjee, Binghamton University, USA
Ashwin Malshe, Binghamton University, USA
Timothy Heath, Miami University, USA
We show that mixing the promotion and prevention features of a brand (i.e., presenting them alternatively) instead of blocking them (i.e., presenting all promotion features first or last) increases the brand’s perceived variety among both promotion and prevention-focused consumers, but the difference in liking between the mixed and blocked feature sequences is higher among promotion-focused consumers relative to prevention-focused consumers. We suggest that the enhanced variety perception gives the impression that the brand is a change from the status-quo, and the desire for change fits better with the advancement goals of promotion-focused consumers.
[ to cite ]:
Subimal Chatterjee, Ashwin Malshe, and Timothy Heath (2009) ,"Sequencing Promotion and Prevention Features: the Moderating Role of Regulatory Focus", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 791-792.