What to Get and What to Give Up: How Different Decision Tasks and Product Types Affect the Persuasiveness of Promotion‐ versus Prevention‐Focused Messages

Prior research has distinguished between ad message frames that are promotion ‐focused (i.e., eager‐sounding and achievement‐oriented) and those that are prevention ‐focused (i.e., vigilance‐hued and safety‐themed). In three studies, the authors investigate the relative persuasiveness of promotion‐ versus prevention‐focused messages in the context of different decision tasks (i.e., acquisition vs. forfeiture) and different types of featured...