Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Consumers don’t always want bigger, better, more

13.04.2006


A study in the June issue of the Journal of Consumer Research reveals that some people don’t go for products marketed as better or more effective than its rivals. Individuals who focus on potential gains will go for a product advertised as far superior to its competitors. However, those concerned with potential losses will disregard such campaigns in favor of comparisons that claim a product is similar to or just as good as established brands.



"Our results are novel in suggesting that prevention-focused individuals might process information…based on the uncertainty or ’possibility of loss’," explain Shailendra Pratap Jain (Indiana University), Nidhi Agrawal (Northwestern University), and Durairaj Maheswaran (New York University).

The researchers distinguish between maximal and minimal comparisons, and their study is the first to show conditions in which maximal conditions are less persuasive than minimal ones. Maximal comparisons claim that brand A is superior to brand B, while minimal comparisons claim that brand A meets conventional expectations. According to the researchers, whether you are more provoked by maximal or minimal comparisons depends on whether you are focused on advancement or maintenance.


Consumers interested in promotion and moving ahead in the world are more interested in brands advertised with maximal comparisons. However, those more focused on prevention are more comfortable with claims that a product meets – but does not exceed – the status quo.

"A robust finding that emerged across two different contexts for promotion-focused people is that ’more is better’," explain the authors. For prevention-focused people, however, ’more’ was not always better. Sometimes, ’more was less.’

"Most research assumes that maximal comparisons might always be more persuasive," write the authors. "Our research shows conditions when maximal frames may be less persuasive than minimal comparative frames."

Suzanne Wu | EurekAlert!
Further information:
http://www.uchicago.edu

More articles from Studies and Analyses:

nachricht The personality factor: How to foster the sharing of research data
06.09.2017 | ZBW – Leibniz-Informationszentrum Wirtschaft

nachricht Europe’s Demographic Future. Where the Regions Are Heading after a Decade of Crises
10.08.2017 | Berlin-Institut für Bevölkerung und Entwicklung

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Ultrafast snapshots of relaxing electrons in solids

Using ultrafast flashes of laser and x-ray radiation, scientists at the Max Planck Institute of Quantum Optics (Garching, Germany) took snapshots of the briefest electron motion inside a solid material to date. The electron motion lasted only 750 billionths of the billionth of a second before it fainted, setting a new record of human capability to capture ultrafast processes inside solids!

When x-rays shine onto solid materials or large molecules, an electron is pushed away from its original place near the nucleus of the atom, leaving a hole...

Im Focus: Quantum Sensors Decipher Magnetic Ordering in a New Semiconducting Material

For the first time, physicists have successfully imaged spiral magnetic ordering in a multiferroic material. These materials are considered highly promising candidates for future data storage media. The researchers were able to prove their findings using unique quantum sensors that were developed at Basel University and that can analyze electromagnetic fields on the nanometer scale. The results – obtained by scientists from the University of Basel’s Department of Physics, the Swiss Nanoscience Institute, the University of Montpellier and several laboratories from University Paris-Saclay – were recently published in the journal Nature.

Multiferroics are materials that simultaneously react to electric and magnetic fields. These two properties are rarely found together, and their combined...

Im Focus: Fast, convenient & standardized: New lab innovation for automated tissue engineering & drug

MBM ScienceBridge GmbH successfully negotiated a license agreement between University Medical Center Göttingen (UMG) and the biotech company Tissue Systems Holding GmbH about commercial use of a multi-well tissue plate for automated and reliable tissue engineering & drug testing.

MBM ScienceBridge GmbH successfully negotiated a license agreement between University Medical Center Göttingen (UMG) and the biotech company Tissue Systems...

Im Focus: Silencing bacteria

HZI researchers pave the way for new agents that render hospital pathogens mute

Pathogenic bacteria are becoming resistant to common antibiotics to an ever increasing degree. One of the most difficult germs is Pseudomonas aeruginosa, a...

Im Focus: Artificial Enzymes for Hydrogen Conversion

Scientists from the MPI for Chemical Energy Conversion report in the first issue of the new journal JOULE.

Cell Press has just released the first issue of Joule, a new journal dedicated to sustainable energy research. In this issue James Birrell, Olaf Rüdiger,...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

“Lasers in Composites Symposium” in Aachen – from Science to Application

19.09.2017 | Event News

I-ESA 2018 – Call for Papers

12.09.2017 | Event News

EMBO at Basel Life, a new conference on current and emerging life science research

06.09.2017 | Event News

 
Latest News

“Lasers in Composites Symposium” in Aachen – from Science to Application

19.09.2017 | Event News

New quantum phenomena in graphene superlattices

19.09.2017 | Physics and Astronomy

A simple additive to improve film quality

19.09.2017 | Power and Electrical Engineering

VideoLinks
B2B-VideoLinks
More VideoLinks >>>