Regulatory focus and alternative processing conditions: attribute importance versus attribute ease of imagibility
Promotion focused people are more motivated to use imagery heuristics in comparison to prevention focused people. In the context of a product choice, promotion (prevention) focused people had higher evaluation and purchase intention when they used imagery (analytical) processing to base their decisi...
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| Format: | Conference Paper |
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Academy of Marketing Science
2009
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| Online Access: | http://hdl.handle.net/20.500.11937/43564 |