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).
Citation:
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.
Authors
Minjung Koo, University of Chicago, USA
Aparna Labroo, University of Chicago, USA
Angela Y Lee, Northwestern University, USA
Volume
NA - Advances in Consumer Research Volume 34 | 2007
Share Proceeding
Featured papers
See MoreFeatured
Meaningful Numbers: Consumer Response to Verbal Reaffirmation of Numerical Nutrition Information
Steffen Jahn, University of Goettingen, Germany
Monique Breaz, University of Goettingen, Germany
Till Dannewald, Wiesbaden Business School
Yasemin Boztug, University of Goettingen, Germany
Featured
K8. Framing Matters. How Comparisons to Ideal and Anti-Ideal Reference Points Affect Brand Evaluations.
Magdalena Zyta Jablonska, SWPS University of Social Sciences and Humanities
Andrzej Falkowski, SWPS University of Social Sciences and Humanities
Featured
J10. Transnational Consumer Lifestyle
zahra Sharifonnasabi, Queen Mary University of London
Fleura Bardhi, City University of London, UK