In two studies, the researchers extend understanding of these consumer impulses by examining how promotion- and prevention-focused individuals respond to advertisements.

Rui Zhu, of the University of British Columbia, and Joan Meyers-Levy, of the University of Minnesota, found that individuals who adopt a promotion focus think more about the relationships among products and have an easier time connecting many disparate elements into higher level abstractions.

In contrast, prevention-focused consumers respond better to unambiguous advertising, pay more attention to specific pieces of data, and are more sensitive to detail.

"We propose that because individuals who adopt a promotion focus concern themselves with positive outcomes, they are led to perceive the surrounding environment as safe and benign," the researchers said in a statement.

"In contrast, individuals who adopt a prevention focus concentrate on negative outcomes, which may alert them that the environment is threatening and that specific actions are needed to ensure against negative outcomes."

The findings are published in the Journal of Consumer Research.