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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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Compromise and Attraction Effects under Prevention and Promotion Motivations

Mehdi Mourali, Ulf Böckenholt, Michel Laroche
DOI: http://dx.doi.org/10.1086/519151 234-247 First published online: 1 August 2007


This article examines the influence of consumers' motivational orientations on their susceptibilities to context effects. Prevention-focused consumers were found to be more sensitive to the compromise effect and less sensitive to the attraction effect than promotion-focused consumers. In addition, the effects of promotion and prevention motivations were amplified when consumers were asked to justify their choices. Finally, we found that products associated with a prevention concern are more attractive when presented as compromise than asymmetrically dominant options, whereas products associated with a promotion concern are more attractive when presented as asymmetrically dominant options than compromise options.

  • Choice (Brand or Product Level)
  • Situation/Context Issues
  • Motivation/Desires/Goals
  • Hierarchical Models
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