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

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Abstract

Promotion focus in individuals encourages the use of imagery heuristics as compared to prevention focus. Promotion focused (prevention focused) people had a higher evaluation and purchase intention of a product when they used imagery heuristics (attribute importance) in evaluation in comparison to prevention (promotion) focused people.
Original languageEnglish
Title of host publicationDevelopments in Marketing Science, Volume XXXII
Subtitle of host publicationProceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference
EditorsLeroy Robinson, Jr.
PublisherSpringer
Pages226-229
Number of pages4
ISBN (Electronic)978-3-319-10864-3
ISBN (Print)978-3-319-10863-6
DOIs
Publication statusPublished - 2009
Externally publishedYes
EventAcademy of Marketing Science Conference - Baltimore, United States
Duration: 20 May 200923 May 2009

Conference

ConferenceAcademy of Marketing Science Conference
CountryUnited States
CityBaltimore
Period20/05/0923/05/09

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Roy, R. (2009). Regulatory focus and alternative processing conditions: Attribute importance versus attribute ease of imagibility. In L. Robinson, Jr. (Ed.), Developments in Marketing Science, Volume XXXII: Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference (pp. 226-229). Springer. https://doi.org/10.1007/978-3-319-10864-3_128