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

Author

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  • Shailendra Pratap Jain
  • Charles Lindsey
  • Nidhi Agrawal
  • Durairaj Maheswaran

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 favorable attitudes toward the advertised brand with no difference in attitudes for the comparison brand. Preference for consistency is posited as a possible process explanation. We also find an evaluation order effect: prevention-focused (promotion-focused) individuals evaluate the comparison (advertised) brand first. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Shailendra Pratap Jain & Charles Lindsey & Nidhi Agrawal & Durairaj Maheswaran, 2007. "For Better or For Worse? Valenced Comparative Frames and Regulatory Focus," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(1), pages 57-65, April.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:1:p:57-65
    DOI: 10.1086/513046
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    Citations

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    Cited by:

    1. Xingbo Li & Shalini Sarin Jain & Yiqin Alicia Shen & Shailendra Pratap Jain, 2021. "Power and Message Framing: the Case of Comparative Advertising," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 8(1), pages 41-49, June.
    2. Patrice Cottet & Jean-Marc Ferrandi & Marie-Christine Lichtlé & V. Plichon, 2018. "The effect or regulatory focus on food behaviors: the particular case of diet [L'effet de l'orientation régulatrice sur les comportements alimentaires : le cas particulier du contexte de régime ali," Post-Print hal-01900339, HAL.
    3. Wu, Pei-Hsun & Kao, Danny Tengti, 2011. "Goal orientation and variety seeking behavior: The role of decision task," Journal of Economic Psychology, Elsevier, vol. 32(1), pages 65-72, February.
    4. Pierro, Antonio & Giacomantonio, Mauro & Pica, Gennaro & Mannetti, Lucia & Kruglanski, Arie W. & Tory Higgins, E., 2013. "When comparative ads are more effective: Fit with audience’s regulatory mode," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 90-103.
    5. Ozge Yucel-Aybat & Thomas Kramer, 2017. "Comparative advertisements and schadenfreude: when and why others’ unfortunate choices make us happy," Marketing Letters, Springer, vol. 28(4), pages 579-589, December.
    6. Yang Li & Dandan Yang & Yingying Liu, 2021. "The Effect of Message Framing on Consumers’ Intentions to Purchase Recycling-Aiding Products in China," Sustainability, MDPI, vol. 13(12), pages 1-17, June.
    7. Freling, Traci H. & Vincent, Leslie H. & Henard, David H., 2014. "When not to accentuate the positive: Re-examining valence effects in attribute framing," Organizational Behavior and Human Decision Processes, Elsevier, vol. 124(2), pages 95-109.
    8. Jungsil Choi & Duane Myer, 2012. "The effect of product positioning in a comparison table on consumers’ evaluation of a sponsor," Marketing Letters, Springer, vol. 23(1), pages 367-380, March.
    9. Mathur, Pragya & Jain, Shailendra Pratap & Hsieh, Meng-Hua & Lindsey, Charles D. & Maheswaran, Durairaj, 2013. "The influence of implicit theories and message frame on the persuasiveness of disease prevention and detection advocacies," Organizational Behavior and Human Decision Processes, Elsevier, vol. 122(2), pages 141-151.
    10. Barton, Jared & Castillo, Marco & Petrie, Ragan, 2016. "Negative campaigning, fundraising, and voter turnout: A field experiment," Journal of Economic Behavior & Organization, Elsevier, vol. 121(C), pages 99-113.
    11. Cesare Amatulli & Matteo Angelis & Alessandro M. Peluso & Isabella Soscia & Gianluigi Guido, 2019. "The Effect of Negative Message Framing on Green Consumption: An Investigation of the Role of Shame," Journal of Business Ethics, Springer, vol. 157(4), pages 1111-1132, July.

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