Understanding the effects of process-focused versus outcome-focused thought in response to advertising
Publication
, Journal Article
Escalas, JE; Luce, MF
Published in: Journal of Consumer Research
September 1, 2004
Research on mental simulation finds differential effects for process versus outcome focus. We manipulate the focus of participants' thoughts while viewing advertisements and find that under low to moderate involvement, argument strength has a greater effect on behavioral intentions when participants focus on the process versus the outcome of product use. This differential advantage of process-focused thought reverses under conditions of high involvement. The apparent reason for the sensitivity of process-focused thought to argument strength under low to moderate involvement is that a process focus leads to the relatively spontaneous formulation of a plan to purchase given strong, but not weak, ad arguments.
Duke Scholars
Published In
Journal of Consumer Research
DOI
ISSN
0093-5301
Publication Date
September 1, 2004
Volume
31
Issue
2
Start / End Page
274 / 285
Related Subject Headings
- Marketing
- 3506 Marketing
- 1701 Psychology
- 1506 Tourism
- 1505 Marketing
Citation
APA
Chicago
ICMJE
MLA
NLM
Escalas, J. E., & Luce, M. F. (2004). Understanding the effects of process-focused versus outcome-focused thought in response to advertising. Journal of Consumer Research, 31(2), 274–285. https://doi.org/10.1086/422107
Escalas, J. E., and M. F. Luce. “Understanding the effects of process-focused versus outcome-focused thought in response to advertising.” Journal of Consumer Research 31, no. 2 (September 1, 2004): 274–85. https://doi.org/10.1086/422107.
Escalas JE, Luce MF. Understanding the effects of process-focused versus outcome-focused thought in response to advertising. Journal of Consumer Research. 2004 Sep 1;31(2):274–85.
Escalas, J. E., and M. F. Luce. “Understanding the effects of process-focused versus outcome-focused thought in response to advertising.” Journal of Consumer Research, vol. 31, no. 2, Sept. 2004, pp. 274–85. Scopus, doi:10.1086/422107.
Escalas JE, Luce MF. Understanding the effects of process-focused versus outcome-focused thought in response to advertising. Journal of Consumer Research. 2004 Sep 1;31(2):274–285.
Published In
Journal of Consumer Research
DOI
ISSN
0093-5301
Publication Date
September 1, 2004
Volume
31
Issue
2
Start / End Page
274 / 285
Related Subject Headings
- Marketing
- 3506 Marketing
- 1701 Psychology
- 1506 Tourism
- 1505 Marketing