A study in the June issue of the Journal of Consumer Research reveals that some people dont 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.
Suzanne Wu | EurekAlert!
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In just a few weeks from now, the Chinese space station Tiangong-1 will re-enter the Earth's atmosphere where it will to a large extent burn up. It is possible that some debris will reach the Earth's surface. Tiangong-1 is orbiting the Earth uncontrolled at a speed of approx. 29,000 km/h.Currently the prognosis relating to the time of impact currently lies within a window of several days. The scientists at Fraunhofer FHR have already been monitoring Tiangong-1 for a number of weeks with their TIRA system, one of the most powerful space observation radars in the world, with a view to supporting the German Space Situational Awareness Center and the ESA with their re-entry forecasts.
Following the loss of radio contact with Tiangong-1 in 2016 and due to the low orbital height, it is now inevitable that the Chinese space station will...
Fraunhofer Institute for Organic Electronics, Electron Beam and Plasma Technology FEP, provider of research and development services for OLED lighting solutions, announces the founding of the “OLED Licht Forum” and presents latest OLED design and lighting solutions during light+building, from March 18th – 23rd, 2018 in Frankfurt a.M./Germany, at booth no. F91 in Hall 4.0.
They are united in their passion for OLED (organic light emitting diodes) lighting with all of its unique facets and application possibilities. Thus experts in...
A new scenario seeking to explain how Mars' putative oceans came and went over the last 4 billion years implies that the oceans formed several hundred million...
For the first time, an interdisciplinary team from the University of Basel has succeeded in integrating artificial organelles into the cells of live zebrafish embryos. This innovative approach using artificial organelles as cellular implants offers new potential in treating a range of diseases, as the authors report in an article published in Nature Communications.
In the cells of higher organisms, organelles such as the nucleus or mitochondria perform a range of complex functions necessary for life. In the networks of...
Animal photoreceptors capture light with photopigments. Researchers from the University of Göttingen have now discovered that these photopigments fulfill an...
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