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