What to Get and What to Give Up: Effectiveness of Promotion Vs. Prevention Messages in Acquisition Vs. Forfeiture Decision Tasks

We show across three studies that promotion- versus prevention-focused messages are superior in acquisition decisions, but only in the case of hedonic products and when imagery-based processing is dominant. However, prevention-focused messages are relatively more effective in forfeiture decisions, provided the ads deal with utilitarian products and processing is analytical.



Citation:

Tilottama G. Chowdhury, Camelia Micu, S. Ratti Ratneshwar, and Eunjin Kim (2013) ,"What to Get and What to Give Up: Effectiveness of Promotion Vs. Prevention Messages in Acquisition Vs. Forfeiture Decision Tasks", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Tilottama G. Chowdhury, Quinnipiac University, USA
Camelia Micu, Fairfield University, USA
S. Ratti Ratneshwar, University of Missouri, USA
Eunjin Kim, University of Missouri, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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