What to Get and What to Give Up: Effectiveness of Promotion vs. Prevention Messages in Acquisition vs. Forfeiture Decision Tasks

In the current research, our main goal is to investigate the relative effectiveness of promotion- versus prevention-focused messages for different decision tasks and in the context of different type of products. For this purpose, we bridge multiple theoretical perspectives, including the literatures on regulatory focus and regulatory fit (e.g., Aaker and Lee 2001; Higgins 1998), behavioral decision theory (e.g., Dhar and Wertenbroch 2000; Kahneman, Knetsch, and Thaler 1990), hedonic versus utilitarian products (e.g., Hirschman and Holbrook 1982), and message processing mode (e.g., MacInnis and Price 1987; Thompson and Hamilton 2006). In developing our conceptual framework, we first link decision tasks such as acquisition and forfeiture to different goal orientations such as seeking gains versus avoiding losses (e.g., Dhar and Wertenbroch 2000; Kahneman, Knetsch, and Thaler 1990). Next, we consider the implications of the various types of products that can be involved in acquisition and forfeiture decisions. We distinguish between hedonic products, whose consumption produces sensory enjoyment and pleasure, and utilitarian products that offer functional benefits and are meant to solve consumers’ problems (Babin, Darden, and Griffin 1994). We then examine how advertising messages can be framed in terms of regulatory focus so as to be either promotionor prevention-focused (e.g., Aaker and Lee 2001). We subsequently discuss the concept of regulatory fit, which suggests persuasive messages are more effective when the message frame is compatible with the goal of the individual (e.g., Lee and Aaker 2004). We then bring these issues together to develop our hypotheses regarding the relative effectiveness of promotion- versus prevention-focused messages. An additional consideration we bring into the discussion is whether the individual processes the message mainly in an imagery-based mode or an analytical mode (e.g., Thompson and Hamilton 2006)