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dc.contributor.authorRoy, Rajat
dc.contributor.editorRobinson, L. Jr
dc.date.accessioned2017-01-30T15:08:30Z
dc.date.available2017-01-30T15:08:30Z
dc.date.created2009-04-07T20:02:06Z
dc.date.issued2009
dc.identifier.citationRoy, 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.urihttp://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.publisherAcademy of Marketing Science
dc.subjectRegulatory focus
dc.subjectProcessing condition
dc.subjectAttribute importance
dc.subjectAnalytical processing
dc.subjectImagery heuristics
dc.titleRegulatory focus and alternative processing conditions: attribute importance versus attribute ease of imagibility
dc.typeConference Paper
dcterms.source.issn01497421
dcterms.source.titleAcademy of Marketing Science, 2009 Annual Conference proceedings
dcterms.source.seriesAcademy of Marketing Science 2009 annual conference proceedings
dcterms.source.conferenceAcademy of Marketing Science, 2009 Annual Conference
dcterms.source.conference-start-date20-23 May 2009
dcterms.source.conferencelocationBaltimore
dcterms.source.placeUSA
curtin.accessStatusOpen access
curtin.facultyCurtin Business School
curtin.facultySchool of Marketing


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