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

Rajat Roy

doi:10.1007/978-3-319-10864-3_128

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

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-review

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 language	English
Title of host publication	Developments in Marketing Science, Volume XXXII
Subtitle of host publication	Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference
Editors	Leroy Robinson, Jr.
Publisher	Springer
Pages	226-229
Number of pages	4
ISBN (Electronic)	978-3-319-10864-3
ISBN (Print)	978-3-319-10863-6
DOIs	https://doi.org/10.1007/978-3-319-10864-3_128
Publication status	Published - 2009
Externally published	Yes
Event	Academy of Marketing Science Conference - Baltimore, United States Duration: 20 May 2009 → 23 May 2009

Conference

Conference	Academy of Marketing Science Conference
Country/Territory	United States
City	Baltimore
Period	20/05/09 → 23/05/09

Access to Document

10.1007/978-3-319-10864-3_128

Cite this

@inproceedings{ec12beba93494b8481cb0f86aa36db7c,

title = "Regulatory focus and alternative processing conditions: Attribute importance versus attribute ease of imagibility",

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.",

author = "Rajat Roy",

year = "2009",

doi = "10.1007/978-3-319-10864-3_128",

language = "English",

isbn = "978-3-319-10863-6 ",

pages = "226--229",

editor = "{Robinson, Jr.}, Leroy",

booktitle = "Developments in Marketing Science, Volume XXXII",

publisher = "Springer",

address = "Germany",

note = "Academy of Marketing Science Conference ; Conference date: 20-05-2009 Through 23-05-2009",

}

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. Springer, pp. 226-229, Academy of Marketing Science Conference, Baltimore, Maryland, United States, 20/05/09. https://doi.org/10.1007/978-3-319-10864-3_128

Regulatory focus and alternative processing conditions: Attribute importance versus attribute ease of imagibility. / Roy, Rajat.
Developments in Marketing Science, Volume XXXII: Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. ed. / Leroy Robinson, Jr. Springer, 2009. p. 226-229.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-review

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PY - 2009

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N2 - 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.

AB - 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.

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DO - 10.1007/978-3-319-10864-3_128

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BT - Developments in Marketing Science, Volume XXXII

A2 - Robinson, Jr., Leroy

PB - Springer

Y2 - 20 May 2009 through 23 May 2009

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

Abstract

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