Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising

We investigate how consumers react to approaching and receding stimuli, both for neutral objects, and for advertisements on second-hand products. Building on the approach and loss aversion biases, we demonstrate that consumers show more negative (positive) emotions and attitudes on advertising effectiveness toward approaching (receding) stimuli in dynamically moving advertisements.



Citation:

Lana Mulier, Iris Vermeir, and Hendrik Slabbinck (2018) ,"Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 713-714.

Authors

Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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