Shailendra Pratap Jain (Indiana University), Charles Lindsey (SUNY Buffalo), Nidhi Agrawal (Northwestern University), and Durairaj Maheswaran (NYU) found that financial outlook – which can shift after a traumatic event, such as stock market losses –was also reflected in how people viewed advertising. Prevention- focused consumers responded most favorably to messages emphasizing safety and loss-avoidance while promotion-focused consumers were drawn to ads promoting achievement and gain-seeking.
‘This research shows that the effectiveness of positively and negatively framed direct comparative ads depends on differences among consumers (i.e., whether they are prevention or promotion focused). Thus, it underscores some consumer and message considerations that managers need to take into account in executing comparative advertising strategies," the authors write.
Interestingly, prevention-focused people also had a stronger preference for consistency. They tended to favor the brand being advertised over the brand to which it was compared. Prevention-focused people also looked at the comparison brand first, while promotion-focused people evaluated the advertised brand.
"We find that focus differentially influences which brand is evaluated first, which comparative frame is effect in driving evaluations, and whether a higher/lower rating of the initially evaluated brand influences the rating of the subsequently evaluated brand," the authors conclude.
Suzanne Wu | EurekAlert!
New study: How does Europe become a leading player for software and IT services?
03.04.2017 | Fraunhofer-Institut für System- und Innovationsforschung (ISI)
Reusable carbon nanotubes could be the water filter of the future, says RIT study
30.03.2017 | Rochester Institute of Technology
Staphylococcus aureus is a feared pathogen (MRSA, multi-resistant S. aureus) due to frequent resistances against many antibiotics, especially in hospital infections. Researchers at the Paul-Ehrlich-Institut have identified immunological processes that prevent a successful immune response directed against the pathogenic agent. The delivery of bacterial proteins with RNA adjuvant or messenger RNA (mRNA) into immune cells allows the re-direction of the immune response towards an active defense against S. aureus. This could be of significant importance for the development of an effective vaccine. PLOS Pathogens has published these research results online on 25 May 2017.
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Physicists from the University of Würzburg are capable of generating identical looking single light particles at the push of a button. Two new studies now demonstrate the potential this method holds.
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An international team of physicists has monitored the scattering behaviour of electrons in a non-conducting material in real-time. Their insights could be beneficial for radiotherapy.
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Two-dimensional magnetic structures are regarded as a promising material for new types of data storage, since the magnetic properties of individual molecular building blocks can be investigated and modified. For the first time, researchers have now produced a wafer-thin ferrimagnet, in which molecules with different magnetic centers arrange themselves on a gold surface to form a checkerboard pattern. Scientists at the Swiss Nanoscience Institute at the University of Basel and the Paul Scherrer Institute published their findings in the journal Nature Communications.
Ferrimagnets are composed of two centers which are magnetized at different strengths and point in opposing directions. Two-dimensional, quasi-flat ferrimagnets...
An Australian-Chinese research team has created the world's thinnest hologram, paving the way towards the integration of 3D holography into everyday...
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26.05.2017 | Life Sciences
26.05.2017 | Life Sciences
26.05.2017 | Physics and Astronomy