Regulatory focus and alternative processing conditions: attribute importance versus attribute ease of imagibility

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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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Bibliographic Details
Main Author:	Roy, Rajat
Other Authors:	Robinson, L. Jr
Format:	Conference Paper
Published:	Academy of Marketing Science 2009
Subjects:	Regulatory focus Processing condition Attribute importance Analytical processing Imagery heuristics
Online Access:	http://hdl.handle.net/20.500.11937/43564

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