Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising

• In Event: 9.12 Advertising and Persuasion

Short Abstract

We investigate how consumers react to approaching and receding stimuli, both for neutral objects, and for advertisements on second-hand products. Building on the approach and loss aversion biases, we demonstrate that consumers show more negative (positive) emotions and attitudes on advertising effectiveness toward approaching (receding) stimuli in dynamically moving advertisements.

Authors

• Lana Mulier, Ghent University, Belgium

• Iris Vermeir, Ghent University, Belgium

• Hendrik Slabbinck, Ghent University, Belgium