For better or for worse? Valenced comparative frames and regulatory focus

Three experiments examine how prevention-focused and promotion-focused consumers evaluate the comparison brand and what information they anchor on in direct comparative ads framed positively or negatively. Negative ( vs. positive) frames lead prevention-focused respondents to exhibit higher evaluations for the advertised brand and lower evaluations for the comparison brand. Under promotion focus, positive ( vs. negative) frames lead to more favorable attitudes toward the advertised brand with no difference in attitudes for the comparison brand. Preference for consistency is posited as a possible process explanation. We also find an evaluation order effect: prevention-focused (promotion-focused) individuals evaluate the comparison ( advertised) brand first.