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The role of regulatory fit on the attraction effect
Author(s) -
Chatterjee Subimal,
Roy Rajat,
Malshe Ashwin Vinod
Publication year - 2011
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2010.05.001
Subject(s) - promotion (chess) , regulatory focus theory , dominance (genetics) , attraction , business , marketing , set (abstract data type) , value (mathematics) , advertising , psychology , computer science , social psychology , political science , biology , machine learning , linguistics , philosophy , biochemistry , politics , creativity , law , gene , programming language
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.