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

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Open access
Authors
Roy, Rajat
Date
2009
Type
Conference Paper

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Citation
Roy, Rajat. 2009. Regulatory focus and alternative processing conditions: attribute importance versus attribute ease of imagibility, in Robinson, L. Jr. (ed), Academy of Marketing Science 2009 Annual Conference, May 20 2009, Baltimore, USA: Academy of Marketing Science.
Source Title
Academy of Marketing Science, 2009 Annual Conference proceedings
Source Conference
Academy of Marketing Science, 2009 Annual Conference
ISSN
Faculty
Curtin Business School
School of Marketing
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Abstract

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.