Trying to come up with a new ad strategy for the fall? Effectively reaching customers may depend as much on their general disposition as the message and medium you choose.

A new study in the June issue of the Journal of Consumer Research finds that optimists and pessimists are influenced by different ad messages. Optimists, or "promotion-focused," customers respond best to ads that promote achievement and tangible gains. "Prevention-focused" customers, or pessimists, react to messages emphasizing safety and loss avoidance.

In other words, marketing tools such as SAF's "instant delight" posters and statement stuffers would likely appeal to optimists looking for tangible gains, while quality guarantees or care-and-handling handouts would help pessimists feel more secure in their purchases.

The study also points out that, when ads compare products, optimists and pessimists focus on different components of the ad. Pessimists, who have a "stronger preference for consistency," tend to favor the brand being advertised (Coca-Cola in a Coca-Cola ad) over the brand to which it is compared (Pepsi in a Coca-Cola ad), while optimists generally are more open to the comparison brand.

"This research shows that the effectiveness of positively and negatively framed direct comparative ads depends on differences among consumers (i.e., whether they are prevention or promotion focused)," according to the study's research team. "Thus, it underscores some consumer and message considerations that managers need to take into account in executing comparative advertising strategies."

--Mary Westbrook
mwestbrook@safnow.org

 

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