The Influence of Advertising on Decision Strategy
Prior research suggests that selection and rejection are not complementary strategies and can have different and non-trivial effects. There is currently little understanding however of what motivates consumers to spontaneously use a selection- or rejection-based decision strategy. The present research proposes advertising type (positive, negative or non-comparative) as an antecedent of decision strategy. Two studies provide support for the hypothesis that negative comparative advertisements induce a rejection-based decision strategy relative to positive comparative and non-comparative advertisements. Planned studies that examine the influence of advertising type and decision strategy on attitudes and choice are also discussed.
Hui-Yun Chen and Jane Machin (2010) ,"The Influence of Advertising on Decision Strategy", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 774-775 .
Hui-Yun Chen, Virginia Polytechnic Institute and State University, USA
Jane Machin, Virginia Polytechnic Institute and State University, USA
NA - Advances in Consumer Research Volume 37 | 2010
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