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The effect of mixed versus blocked sequencing of promotion and prevention features on brand evaluation: The moderating role of regulatory focus

Listed author(s):
  • Chatterjee, Subimal
  • Malshe, Ashwin Vinod
  • Heath, Timothy B.
Registered author(s):

    We investigate if presenting a brand's promotion and prevention features in homogenous blocks (e.g., two promotion features followed by two prevention features -- a toothpaste that freshens breath, whitens teeth, stops plaque buildup and prevents cavities) as opposed to alternating their presentation order (a toothpaste that freshens breath, stops plaque buildup, whitens teeth, and prevents cavities) affects brand attitude. We find that alternating feature presentation improves brand evaluation among promotion-focused, but not prevention-focused, consumers. In mixed presentations, since each feature physically contrasts with those near it (e.g., promotion features bracketing a prevention feature), the resulting heightened distinctiveness increases the perceived variety of a brand's benefits and fits better with the advancement goals of promotion-focused consumers. We report two studies that support our predictions.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0148-2963(09)00235-5
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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 63 (2010)
    Issue (Month): 12 (December)
    Pages: 1290-1294

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    Handle: RePEc:eee:jbrese:v:63:y:2010:i:12:p:1290-1294
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    1. Brockner, Joel & Paruchuri, Srikanth & Idson, Lorraine Chen & Higgins, E. Tory, 2002. "Regulatory Focus and the Probability Estimates of Conjunctive and Disjunctive Events," Organizational Behavior and Human Decision Processes, Elsevier, vol. 87(1), pages 5-24, January.
    2. Johar, Gita Venkataramani & Jedidi, Kamel & Jacoby, Jacob, 1997. " A Varying-Parameter Averaging Model of On-Line Brand Evaluations," Journal of Consumer Research, Oxford University Press, vol. 24(2), pages 232-247, September.
    3. Kahn, Barbara E & Wansink, Brian, 2004. " The Influence of Assortment Structure on Perceived Variety and Consumption Quantities," Journal of Consumer Research, Oxford University Press, vol. 30(4), pages 519-533, March.
    4. Poels, Karolien & Dewitte, Siegfried, 2008. "Hope and self-regulatory goals applied to an advertising context: Promoting prevention stimulates goal-directed behavior," Journal of Business Research, Elsevier, vol. 61(10), pages 1030-1040, October.
    5. Childers, Terry L. & Viswanathan, Madhubalan, 2000. "Representation of Numerical and Verbal Product Information in Consumer Memory," Journal of Business Research, Elsevier, vol. 47(2), pages 109-120, February.
    6. Kurt A. Carlson & Margaret G. Meloy & J. Edward Russo, 2006. "Leader-Driven Primacy: Using Attribute Order to Affect Consumer Choice," Journal of Consumer Research, Oxford University Press, vol. 32(4), pages 513-518, March.
    7. Deffuant, Guillaume & Huet, Sylvie, 2007. "Propagation effects of filtering incongruent information," Journal of Business Research, Elsevier, vol. 60(8), pages 816-825, August.
    8. Malhotra, Naresh K., 2005. "Attitude and affect: new frontiers of research in the 21st century," Journal of Business Research, Elsevier, vol. 58(4), pages 477-482, April.
    9. Chatterjee, Subimal & Kang, Yong Soon & Mishra, Debi Prasad, 2005. "Market signals and relative preference: the moderating effects of conflicting information, decision focus, and need for cognition," Journal of Business Research, Elsevier, vol. 58(10), pages 1362-1370, October.
    10. Aaker, Jennifer L & Lee, Angela Y, 2001. " "I" Seek Pleasures and "We" Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion," Journal of Consumer Research, Oxford University Press, vol. 28(1), pages 33-49, June.
    11. Stephen J. Hoch & Eric T. Bradlow & Brian Wansink, 1999. "The Variety of an Assortment," Marketing Science, INFORMS, vol. 18(4), pages 527-546.
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