Featured Research

from universities, journals, and other organizations

Are you promotion- or prevention-focused and what does this mean when considering choices?

Date:
June 21, 2010
Source:
University of Chicago Press Journals
Summary:
When consumers make choices, their style of pursuing their goals changes the way they search and decide what to purchase, according to a new study.

When consumers make choices, their style of pursuing their goals changes the way they search and decide what to purchase, according to a new study in the Journal of Consumer Research.

A large number of consumer alternatives are arranged hierarchically, the authors explain. For example, a restaurant menu is typically organized by courses (appetizers, entrees) and by types of dishes within courses (soups, salads). "This research examines how consumers' style of goal pursuit influences the way they search for information and form their consideration sets in such decision environments," write authors Michel Tuan Pham (Columbia University) and Hannah H. Chang (Singapore Management University).

When consumers have a promotion focus, a style of goal pursuit that is often used in the pursuit of dreams and aspirations, they tend to search for information in a more global, big-picture manner, devoting more time and effort to higher levels of information hierarchies (soups, appetizers, and other categories). "In contrast, when consumers have a prevention focus, a style of goal pursuit that is avoidance-oriented and often used in the fulfillment of duties and obligations, they tend to search for information in a more local, detail-oriented manner, such as specific descriptions of individual dishes," the authors write.

Promotion-focused consumers tend to consider larger numbers of alternatives before making their final choices than do prevention-focused consumers. In one study, for example, participants who were put into a promotion or prevention focus were asked to make dinner selections from a restaurant's prix-fixe menu. Promotion-focused participants searched the menu in a more global manner, devoting a greater share of their efforts to higher levels of the menu hierarchy, whereas prevention-focused participants searched the menu in a more local manner, devoting a greater share of their efforts to lower levels of the menu hierarchy.

In a subsequent study, the authors found that participants were willing to pay about 17 percent more when the restaurant menu was structured in a way that "fit" their search inclinations. "Prevention-focused participants were willing to pay significantly more when the menu was presented in a listing format, which presumably fits a 'detailoriented' search better," the authors explain.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Michel Tuan Pham and Hannah H. Chang. Regulatory Focus, Regulatory Fit, and the Search and Consideration of Choice Alternatives. Journal of Consumer Research, February 2011 [link]

Cite This Page:

University of Chicago Press Journals. "Are you promotion- or prevention-focused and what does this mean when considering choices?." ScienceDaily. ScienceDaily, 21 June 2010. <www.sciencedaily.com/releases/2010/06/100621173922.htm>.
University of Chicago Press Journals. (2010, June 21). Are you promotion- or prevention-focused and what does this mean when considering choices?. ScienceDaily. Retrieved July 30, 2014 from www.sciencedaily.com/releases/2010/06/100621173922.htm
University of Chicago Press Journals. "Are you promotion- or prevention-focused and what does this mean when considering choices?." ScienceDaily. www.sciencedaily.com/releases/2010/06/100621173922.htm (accessed July 30, 2014).

Share This




More Science & Society News

Wednesday, July 30, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Climate Change Could Cost Billions, According To White House

Climate Change Could Cost Billions, According To White House

Newsy (July 29, 2014) A report from the White House warns not curbing greenhouse gas emissions could cost the U.S. billions. Video provided by Newsy
Powered by NewsLook.com
Climate Change Could Cost Billions According To White House

Climate Change Could Cost Billions According To White House

Newsy (July 29, 2014) A report from the White House warns not curbing greenhouse gas emissions could cost the U.S. billions. Video provided by Newsy
Powered by NewsLook.com
It's Not Just Facebook: OKCupid Experiments With Users Too

It's Not Just Facebook: OKCupid Experiments With Users Too

Newsy (July 29, 2014) If you've been looking for love online, there's a chance somebody has been looking at how you're looking. Video provided by Newsy
Powered by NewsLook.com
How Your Face Can Leave A Good Or Bad First Impression

How Your Face Can Leave A Good Or Bad First Impression

Newsy (July 29, 2014) Researchers have found certain facial features can make us seem more attractive or trustworthy. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins