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...
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Conference Paper |
| Published: |
Academy of Marketing Science
2009
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/43564 |
| _version_ | 1848756733832331264 |
|---|---|
| author | Roy, Rajat |
| author2 | Robinson, L. Jr |
| author_facet | Robinson, L. Jr Roy, Rajat |
| author_sort | Roy, Rajat |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 decision. Further, promotion focused (prevention) focused people exhibited higher attitude towards advertisement, brand and purchase intention when the advertisement for a product used elements to encourage imagery versus analytical processing. |
| first_indexed | 2025-11-14T09:16:53Z |
| format | Conference Paper |
| id | curtin-20.500.11937-43564 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:16:53Z |
| publishDate | 2009 |
| publisher | Academy of Marketing Science |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-435642017-01-30T15:08:30Z Regulatory focus and alternative processing conditions: attribute importance versus attribute ease of imagibility Roy, Rajat Robinson, L. Jr Regulatory focus Processing condition Attribute importance Analytical processing Imagery heuristics 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 decision. Further, promotion focused (prevention) focused people exhibited higher attitude towards advertisement, brand and purchase intention when the advertisement for a product used elements to encourage imagery versus analytical processing. 2009 Conference Paper http://hdl.handle.net/20.500.11937/43564 Academy of Marketing Science fulltext |
| spellingShingle | Regulatory focus Processing condition Attribute importance Analytical processing Imagery heuristics Roy, Rajat Regulatory focus and alternative processing conditions: attribute importance versus attribute ease of imagibility |
| title | Regulatory focus and alternative processing conditions: attribute importance versus attribute ease of imagibility |
| title_full | Regulatory focus and alternative processing conditions: attribute importance versus attribute ease of imagibility |
| title_fullStr | Regulatory focus and alternative processing conditions: attribute importance versus attribute ease of imagibility |
| title_full_unstemmed | Regulatory focus and alternative processing conditions: attribute importance versus attribute ease of imagibility |
| title_short | Regulatory focus and alternative processing conditions: attribute importance versus attribute ease of imagibility |
| title_sort | regulatory focus and alternative processing conditions: attribute importance versus attribute ease of imagibility |
| topic | Regulatory focus Processing condition Attribute importance Analytical processing Imagery heuristics |
| url | http://hdl.handle.net/20.500.11937/43564 |