Why Do Some Consumers React More Negatively to Losing Than Others? the Effect of Support-Oppose Framing on Reactions to Undesired Outcomes
When consumers share a preference to the same degree, why do some get more upset than others when it is thwarted? Longitudinal and experimental designs demonstrate and explain the opposer’s loss effect: preferences framed in terms of the option opposed (vs. supported) elicit greater negativity in response to preference failure.
Citation:
Jacob Teeny and Richard Petty (2021) ,"Why Do Some Consumers React More Negatively to Losing Than Others? the Effect of Support-Oppose Framing on Reactions to Undesired Outcomes", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 306-307.
Authors
Jacob Teeny, Kellogg School of Management, Northwestern University
Richard Petty, The Ohio State University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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