O13. Pain of Loss: How Losing in a Promotional Competition Influences Consumer Attitude

This research shows that the increase in brand attitude of the winners of an uncertain promotion comes at the cost of a greater decrease in the attitude of the losers; in turn, that leads to an overall decrease in brand attitude. We show that the solution lies in unresolved uncertainty.



Citation:

Arash Talebi, Sonja Prokopec, and Ayse Onculer (2018) ,"O13. Pain of Loss: How Losing in a Promotional Competition Influences Consumer Attitude", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 930-930.

Authors

Arash Talebi, ESSEC Business School
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?

Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada

Read More

Featured

Consumer Identity in the Flesh: Lactose Intolerance and the Erupting Body

Kushagra Bhatnagar, Aalto University, Finland
Jack Tillotson, Liverpool John Moores University
Sammy Toyoki, Aalto University, Finland

Read More

Featured

I2. Can Skinnier Body Figure Signal Higher Self-Control, Integrity, and Social Status?

Trang Thanh Mai, University of Manitoba, Canada
Luming Wang, University of Manitoba, Canada
Olya Bullard, University of Winnipeg

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.