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