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首页> 外文期刊>Journal of Business Research >The effect of mixed versus blocked sequencing of promotion and prevention features on brand evaluation: The moderating role of regulatory focus
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The effect of mixed versus blocked sequencing of promotion and prevention features on brand evaluation: The moderating role of regulatory focus

机译：促销和预防功能混合排序与封闭排序对品牌评估的影响：监管重点的调节作用

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摘要

We investigate if presenting a brand's promotion and prevention features in homogenous blocks (e.g., two promotion features followed by two prevention features — a toothpaste that freshens breath, whitens teeth, stops plaque buildup and prevents cavities) as opposed to alternating their presentation order (a toothpaste that freshens breath, stops plaque buildup, whitens teeth, and prevents cavities) affects brand attitude. We find that alternating feature presentation improves brand evaluation among promotion-focused, but not prevention-focused, consumers. In mixed presentations, since each feature physically contrasts with those near it (e.g., promotion features bracketing a prevention feature), the resulting heightened distinctiveness increases the perceived variety of a brand's benefits and fits better with the advancement goals of promotion-focused consumers. We report two studies that support our predictions.
机译：我们调查是否在同质块中展示品牌的促销和预防功能（例如，两个促销功能后跟两个预防功能–清新口气，美白牙齿，阻止牙菌斑形成并防止蛀牙的牙膏），而不是交替使用其展示顺序（a能够清新口气，阻止牙菌斑形成，增白牙齿并防止蛀牙的牙膏会影响品牌态度。我们发现交替呈现功能可以提高以促销为主的消费者（而非以预防为主的消费者）的品牌评价。在混合演示中，由于每个功能在物理上都与附近的功能形成对比（例如，促销功能加上预防功能），因此提高的独特性增加了品牌利益的感知多样性，并且更适合以促销为重点的消费者的提升目标。我们报告了两项支持我们的预测的研究。

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