Regulatory focus and alternative processing conditions: attribute importance versus attribute ease of imagibility
| dc.contributor.author | Roy, Rajat | |
| dc.contributor.editor | Robinson, L. Jr | |
| dc.date.accessioned | 2017-01-30T15:08:30Z | |
| dc.date.available | 2017-01-30T15:08:30Z | |
| dc.date.created | 2009-04-07T20:02:06Z | |
| dc.date.issued | 2009 | |
| dc.identifier.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. | |
| dc.identifier.uri | http://hdl.handle.net/20.500.11937/43564 | |
| dc.description.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. | |
| dc.publisher | Academy of Marketing Science | |
| dc.subject | Regulatory focus | |
| dc.subject | Processing condition | |
| dc.subject | Attribute importance | |
| dc.subject | Analytical processing | |
| dc.subject | Imagery heuristics | |
| dc.title | Regulatory focus and alternative processing conditions: attribute importance versus attribute ease of imagibility | |
| dc.type | Conference Paper | |
| dcterms.source.issn | 01497421 | |
| dcterms.source.title | Academy of Marketing Science, 2009 Annual Conference proceedings | |
| dcterms.source.series | Academy of Marketing Science 2009 annual conference proceedings | |
| dcterms.source.conference | Academy of Marketing Science, 2009 Annual Conference | |
| dcterms.source.conference-start-date | 20-23 May 2009 | |
| dcterms.source.conferencelocation | Baltimore | |
| dcterms.source.place | USA | |
| curtin.accessStatus | Open access | |
| curtin.faculty | Curtin Business School | |
| curtin.faculty | School of Marketing |