The role of regulatory fit on the attraction effect
We show that adding entrant brands to a choice set compr ising of a predominantly promotion brand and a predominantly prevention brand can make both promotion and prevention-oriented consumers susceptible to the attraction effect. If an entrant targets the brand possessing superior promotion (preven...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Elsevier Inc.
2011
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/61996 |
| _version_ | 1848760766964957184 |
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| author | Chatterjee, S. Roy, Rajat Malshe, A. |
| author_facet | Chatterjee, S. Roy, Rajat Malshe, A. |
| author_sort | Chatterjee, S. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | We show that adding entrant brands to a choice set compr ising of a predominantly promotion brand and a predominantly prevention brand can make both promotion and prevention-oriented consumers susceptible to the attraction effect. If an entrant targets the brand possessing superior promotion (prevention) feature, the resulting dominance relationship allows the promotion (prevention) focused consumers to sustain their regulatory focus. Entrant brands (and the associated dominance heuristic) therefore contribute to decision value by allowing both promotion and prevention-focused consumers pursue their goal in a way that fits with their regulatory concerns. |
| first_indexed | 2025-11-14T10:21:00Z |
| format | Journal Article |
| id | curtin-20.500.11937-61996 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:21:00Z |
| publishDate | 2011 |
| publisher | Elsevier Inc. |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-619962018-02-01T05:20:59Z The role of regulatory fit on the attraction effect Chatterjee, S. Roy, Rajat Malshe, A. Regulatory fit Prevention features Promotion features Regulatory focus Attraction effect We show that adding entrant brands to a choice set compr ising of a predominantly promotion brand and a predominantly prevention brand can make both promotion and prevention-oriented consumers susceptible to the attraction effect. If an entrant targets the brand possessing superior promotion (prevention) feature, the resulting dominance relationship allows the promotion (prevention) focused consumers to sustain their regulatory focus. Entrant brands (and the associated dominance heuristic) therefore contribute to decision value by allowing both promotion and prevention-focused consumers pursue their goal in a way that fits with their regulatory concerns. 2011 Journal Article http://hdl.handle.net/20.500.11937/61996 Elsevier Inc. restricted |
| spellingShingle | Regulatory fit Prevention features Promotion features Regulatory focus Attraction effect Chatterjee, S. Roy, Rajat Malshe, A. The role of regulatory fit on the attraction effect |
| title | The role of regulatory fit on the attraction effect |
| title_full | The role of regulatory fit on the attraction effect |
| title_fullStr | The role of regulatory fit on the attraction effect |
| title_full_unstemmed | The role of regulatory fit on the attraction effect |
| title_short | The role of regulatory fit on the attraction effect |
| title_sort | role of regulatory fit on the attraction effect |
| topic | Regulatory fit Prevention features Promotion features Regulatory focus Attraction effect |
| url | http://hdl.handle.net/20.500.11937/61996 |