For Better or For Worse? Valenced Comparative Frames and Regulatory Focus

Volume: 34, Issue: 1, Pages: 57 - 65
Published: Jun 1, 2007
Abstract
Three experiments examine how prevention-focused and promotion-focused consumers evaluate the comparison brand and what information they anchor on in direct comparative ads framed positively or negatively. Negative (vs. positive) frames lead prevention-focused respondents to exhibit higher evaluations for the advertised brand and lower evaluations for the comparison brand. Under promotion focus, positive (vs. negative) frames lead to more...
Paper Details
Title
For Better or For Worse? Valenced Comparative Frames and Regulatory Focus
Published Date
Jun 1, 2007
Volume
34
Issue
1
Pages
57 - 65
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