Compromise and attraction effects under prevention and promotion motivations

Mehdi Mourali*, Ulf Böckenholt, Michel Laroche

*Corresponding author for this work

Research output: Contribution to journalReview articlepeer-review

71 Scopus citations

Abstract

This article examines the influence of consumers' motivational orientations on their susceptibilities to context effects. Prevention-focused consumers were found to be more sensitive to the compromise effect and less sensitive to the attraction effect than promotion-focused consumers. In addition, the effects of promotion and prevention motivations were amplified when consumers were asked to justify their choices. Finally, we found that products associated with a prevention concern are more attractive when presented as compromise than asymmetrically dominant options, whereas products associated with a promotion concern are more attractive when presented as asymmetrically dominant options than compromise options.

Original languageEnglish (US)
Pages (from-to)234-247
Number of pages14
JournalJournal of Consumer Research
Volume34
Issue number2
DOIs
StatePublished - Aug 2007

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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