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.
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.
Arash Talebi, ESSEC Business School
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School
NA - Advances in Consumer Research Volume 46 | 2018
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