The Influence of Advertising on Decision Strategy

Hui-Yun Chen, Virginia Polytechnic Institute and State University, USA
Jane Machin, Virginia Polytechnic Institute and State University, USA
Prior research suggests that selection and rejection are not complementary strategies and can have different and non-trivial effects. There is currently little understanding however of what motivates consumers to spontaneously use a selection- or rejection-based decision strategy. The present research proposes advertising type (positive, negative or non-comparative) as an antecedent of decision strategy. Two studies provide support for the hypothesis that negative comparative advertisements induce a rejection-based decision strategy relative to positive comparative and non-comparative advertisements. Planned studies that examine the influence of advertising type and decision strategy on attitudes and choice are also discussed.
[ to cite ]:
Hui-Yun Chen and Jane Machin (2010) ,"The Influence of Advertising on Decision Strategy", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 774-775 .