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.



Citation:

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 .

Authors

Hui-Yun Chen, Virginia Polytechnic Institute and State University, USA
Jane Machin, Virginia Polytechnic Institute and State University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Associative versus Relational Processing: The Role of Elaboration in Evaluative Conditioning

Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA

Read More

Featured

When Does Being Paid an Hourly Wage Make it Difficult to Be a Happy Volunteer?

Sanford E. DeVoe, University of California Los Angeles, USA
Jieun Pai, University of California Los Angeles, USA

Read More

Featured

Growing Up Rich and Insecure Makes Objects Seem Human: Childhood Material and Social Environments Predict Anthropomorphism

Jodie Whelan, York University, Canada
Sean T. Hingston, York University, Canada
Matthew Thomson, Western University, Canada
Allison R. Johnson, Western University, 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.