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!
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The historic first detection of gravitational waves from colliding black holes far outside our galaxy opened a new window to understanding the universe. A...
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A team of scientists of the Max Planck Institute for the Structure and Dynamics of Matter (MPSD) at the Center for Free-Electron Laser Science in Hamburg investigated optically-induced superconductivity in the alkali-doped fulleride K3C60under high external pressures. This study allowed, on one hand, to uniquely assess the nature of the transient state as a superconducting phase. In addition, it unveiled the possibility to induce superconductivity in K3C60 at temperatures far above the -170 degrees Celsius hypothesized previously, and rather all the way to room temperature. The paper by Cantaluppi et al has been published in Nature Physics.
Unlike ordinary metals, superconductors have the unique capability of transporting electrical currents without any loss. Nowadays, their technological...
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