کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
882345 911932 2011 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The role of regulatory fit on the attraction effect
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
The role of regulatory fit on the attraction effect
چکیده انگلیسی

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.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Consumer Psychology - Volume 21, Issue 4, October 2011, Pages 473–481
نویسندگان
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