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When More May Be Less: The Effects of Regulatory Focus on Responses to Different Comparative Frames

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  • Shailendra Pratap Jain
  • Nidhi Agrawal
  • Durairaj Maheswaran

Abstract

We examined the consequences of regulatory focus on exposure to two types of comparative advertising frames-a maximal claim ("brand A is superior to brand B") and a minimal claim ("brand A is equivalent or similar to brand B")-in three experiments. In experiment 1, we manipulated these frames, basing the sponsor brand's claim on comparison with an existing brand. In experiment 2, we operationalized the frames using a comparison featuring a sponsor brand targeting an established standard (Food and Drug Administration guidelines). A third experiment provided convergent evidence for the process underlying these effects. Consistent with theoretical reasoning, we found that promotion-focused individuals were more persuaded by maximal comparisons while prevention-focused individuals were either equally persuaded by the two frames or more persuaded by minimal frames. For prevention-focused individuals, maximal frames represented either a "no loss" or a "deviation from the norm." The no loss representation led to maximal and minimal frames being equally persuasive. The deviation from the norm representation led to greater negative elaboration on maximal frames, making them less persuasive than minimal frames. For promotion-focused people, a maximal frame simply represented a gain over a minimal frame, and hence it induced more favorable elaboration and greater persuasion. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Shailendra Pratap Jain & Nidhi Agrawal & Durairaj Maheswaran, 2006. "When More May Be Less: The Effects of Regulatory Focus on Responses to Different Comparative Frames," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 91-98, June.
    • Handle: RePEc:oup:jconrs:v:33:y:2006:i:1:p:91-98
    DOI: 10.1086/504139
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    1. Das, Gopal & van Esch, Patrick & Jain, Shailendra Pratap & Cui, Yuanyuan (Gina), 2023. "Donor happiness comes from afar: The role of donation beneficiary social distance and benevolence," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 865-880.
    2. Nisar, Tahir M. & Prabhakar, Guru, 2018. "Trains and Twitter: Firm generated content, consumer relationship management and message framing," Transportation Research Part A: Policy and Practice, Elsevier, vol. 113(C), pages 318-334.
    3. Xie, Shengcheng & Wei, Haiying & Liu, Fu, 2023. "Is beauty always good? Effects of visual presentation of Influencer’s aesthetic labor on brand purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Cheng, Yin-Hui & Yen, HsiuJu Rebecca & Chuang, Shih-Chieh & Chang, Chia-Jung, 2013. "Product option framing under the influence of a promotion versus prevention focus," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 402-413.
    5. 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.
    6. Kupor, Daniella & Reich, Taly & Laurin, Kristin, 2018. "The (bounded) benefits of correction: The unanticipated interpersonal advantages of making and correcting mistakes," Organizational Behavior and Human Decision Processes, Elsevier, vol. 149(C), pages 165-178.
    7. Steinhart, Yael & Kamins, Michael A. & Mazursky, David & Noy, Avraham, 2013. "Thinking or Feeling the Risk in Online Auctions: The Effects of Priming Auction Outcomes and the Dual System on Risk Perception and Amount Bid," Journal of Interactive Marketing, Elsevier, vol. 27(1), pages 47-61.
    8. Rai, Dipankar & Lin, Chien-Wei (Wilson), 2019. "The influence of implicit self-theories on consumer financial decision making," Journal of Business Research, Elsevier, vol. 95(C), pages 316-325.
    9. 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.
    10. Ghiassaleh, Arezou & Kocher, Bruno & Czellar, Sandor, 2020. "Best seller!? Unintended negative consequences of popularity signs on consumer choice behavior," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 805-820.
    11. Liu, Fu & Zhu, Zhenzhong & Chen, Haipeng (Allan) & Li, Xingbo, 2020. "Beauty in the eyes of its beholders: Effects of design novelty on consumer preference," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).

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