What to Acquire and What to Forfeit: the Effect of Decision Task and Product Type on Consumers’ Choice Between Promotion and Prevention Appeals

Tilo G. Chowdhury, Quinnipiac University, USA
Camelia Micu, Fairfield University, USA
The main objective of this research is to examine the role of acquisition and forfeiture decision situations in the context of brand message preferences. Results from two experiments show that individuals faced with an acquisition (vs. forfeiture) decision task prefer more promotion vs. prevention oriented brand messages; specifically, this is mainly true for hedonic (vs. utilitarian) product purchases.
[ to cite ]:
Tilo G. Chowdhury and Camelia Micu (2011) ,"What to Acquire and What to Forfeit: the Effect of Decision Task and Product Type on Consumers’ Choice Between Promotion and Prevention Appeals", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.