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 More

Featured

Stating the Obvious: How “Ugly” Labels Can Increase the Desirability of Odd-Shaped Produce

Siddhanth Mookerjee, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Joey Hoegg, University of British Columbia, Canada

Read More

Featured

How Numeric Roundness Influences Probability Perceptions

Julio Sevilla, University of Georgia, USA
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

G6. Brightness Increases More Positive Views of Humanity and Prosocial Behavior of People Low in Moral Identity Internalization

Jun Yan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada

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.