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: | , , |
|---|---|
| Format: | Journal Article |
| Published: |
Elsevier Inc.
2011
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/61996 |
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