Against the Odds: Prevention Focus Stands Firm in the Face of Temptations

Four studies show that a prevention orientation leads to greater self control than a promotion orientation. In particular, prevention- vs. promotion-primed participants indicated higher purchase intent (Exp. 1), more favorable attitude (Exp. 2) toward goal-compatible products and lower purchase intent toward temptation products. This effect of regulatory orientation on self control was found to be mediated by positive goal-related thoughts (Exp. 3). The effect of prevention focus was replicated in an actual choice for low-fat pretzels over potato chips (Exp. 4).


Minjung Koo, Aparna Labroo, and Angela Y Lee (2007) ,"Against the Odds: Prevention Focus Stands Firm in the Face of Temptations", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 483-485.


Minjung Koo, University of Chicago, USA
Aparna Labroo, University of Chicago, USA
Angela Y Lee, Northwestern University, USA


NA - Advances in Consumer Research Volume 34 | 2007

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