Don’T Lose Your Edge: the Subculture Hard-Core As Prevention-Focused Consumers

We examine the role of consumption subculture position as it relates to regulatory focus and goals-based language preferences, finding that the “hard-core” center is more responsive to concrete, prevention-focused advertisements about their subculture interests. Fringe peripherals, however, respond far more positively to abstract, promotion-oriented language in their role of hopeful-newcomers.



Citation:

Sommer Kapitan and Kristin Trask (2011) ,"Don’T Lose Your Edge: the Subculture Hard-Core As Prevention-Focused Consumers", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 700-701.

Authors

Sommer Kapitan, University of Texas at San Antonio, USA
Kristin Trask, University of Texas at San Antonio, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

Psychological Reactions to Human Versus Robotic Job Replacement

Armin Granulo, Technical University of Munich
Christopher Fuchs, Technical University of Munich
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands

Read More

Featured

J5. Buy Better, Buy Less: Future Self-Continuity and Construal Level Affect Investment in Sustainable Consumer Products

Rebecca Peng, Northeastern University, USA
Daniele Mathras, Northeastern University, USA
Katherine Loveland, Xavier University

Read More

Featured

Search Predicts and Changes Patience in Intertemporal Choice

Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.