Debora Viana Thompson
Biographic Data
| ID | 102472 |
|---|---|
| NAME | Debora Viana Thompson |
| GIVEN NAMES | Debora Viana |
| FAMILY NAME | Thompson |
| SIGNATURE | THOMPSON D V |
| AFFILIATIONS | Department of Marketing, University of Maryland. |
| VERIFIED | No |
| TOTAL WORKS | 4 |
| TOTAL CITATIONS | 32 |
| AUTHOR COUNT | 4 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2005 |
| LATEST PUBLICATION YEAR | 2009 |
| H-INDEX | 3 |
When Mental Simulation Hinders Behavior: The Effects of Process-Oriented Thinking on Decision Difficulty and Performance
We investigate the effect of process- versus outcome-oriented thinking on consumers’ subjective experiences when choosing among alternatives. In four studies, we show that because process-oriented thinking leads to a dual focus on both means and end benefits, it increases decision difficulty when consumers face substantive trade-offs between desirability and feasibility. This experienced difficulty results in negative consequences for consumers’ …
Is There a Substitute for Direct Experience? Comparing Consumers' Preferences after Direct and Indirect Product Experiences
We show that direct product experiences (e.g., product trials) and indirect product experiences (e.g., reading a product description) result in different levels of mental construal and product preferences. Study 1 demonstrates that increasing experiential contact with a product triggers more concrete mental construal and increases preferences for products that are easy to use relative to those that are more desirable but difficult to use. Studies…
The Effects of Information Processing Mode on Consumers’ Responses to Comparative Advertising
We demonstrate that matching ad format to a consumer's mode of information processing enhances advertising effectiveness. Relative to noncomparative ads, comparative ads are more effective when consumers use analytical processing. Conversely, noncomparative ads are more effective than comparative ads when consumers use imagery processing. When ad format is compatible with processing mode, information processability is enhanced, making the message…
Feature Fatigue: When Product Capabilities Become Too Much of a Good Thing
As technology advances, it becomes more feasible to load products with a large number of features, each of which individually might be perceived as useful. However, too many features can make a product overwhelming for consumers and difficult to use. Three studies examine how consumers balance their desires for capability and usability when they evaluate products and how these desires shift over time. Because consumers give more weight to capabil…
Is There a Substitute for Direct Experience? Comparing Consumers' Preferences after Direct and Indirect Product Experiences
We show that direct product experiences (e.g., product trials) and indirect product experiences (e.g., reading a product description) result in different levels of mental construal and product preferences. Study 1 demonstrates that increasing experiential contact with a product triggers more concrete mental construal and increases preferences for products that are easy to use relative to those that are more desirable but difficult to use. Studies…
The Effects of Information Processing Mode on Consumers’ Responses to Comparative Advertising
We demonstrate that matching ad format to a consumer's mode of information processing enhances advertising effectiveness. Relative to noncomparative ads, comparative ads are more effective when consumers use analytical processing. Conversely, noncomparative ads are more effective than comparative ads when consumers use imagery processing. When ad format is compatible with processing mode, information processability is enhanced, making the message…
When Mental Simulation Hinders Behavior: The Effects of Process-Oriented Thinking on Decision Difficulty and Performance
We investigate the effect of process- versus outcome-oriented thinking on consumers’ subjective experiences when choosing among alternatives. In four studies, we show that because process-oriented thinking leads to a dual focus on both means and end benefits, it increases decision difficulty when consumers face substantive trade-offs between desirability and feasibility. This experienced difficulty results in negative consequences for consumers’ …
Feature Fatigue: When Product Capabilities Become Too Much of a Good Thing
As technology advances, it becomes more feasible to load products with a large number of features, each of which individually might be perceived as useful. However, too many features can make a product overwhelming for consumers and difficult to use. Three studies examine how consumers balance their desires for capability and usability when they evaluate products and how these desires shift over time. Because consumers give more weight to capabil…
The Effects of Information Processing Mode on Consumers’ Responses to Comparative Advertising
We demonstrate that matching ad format to a consumer's mode of information processing enhances advertising effectiveness. Relative to noncomparative ads, comparative ads are more effective when consumers use analytical processing. Conversely, noncomparative ads are more effective than comparative ads when consumers use imagery processing. When ad format is compatible with processing mode, information processability is enhanced, making the message…
Is There a Substitute for Direct Experience? Comparing Consumers' Preferences after Direct and Indirect Product Experiences
We show that direct product experiences (e.g., product trials) and indirect product experiences (e.g., reading a product description) result in different levels of mental construal and product preferences. Study 1 demonstrates that increasing experiential contact with a product triggers more concrete mental construal and increases preferences for products that are easy to use relative to those that are more desirable but difficult to use. Studies…
When Mental Simulation Hinders Behavior: The Effects of Process-Oriented Thinking on Decision Difficulty and Performance
We investigate the effect of process- versus outcome-oriented thinking on consumers’ subjective experiences when choosing among alternatives. In four studies, we show that because process-oriented thinking leads to a dual focus on both means and end benefits, it increases decision difficulty when consumers face substantive trade-offs between desirability and feasibility. This experienced difficulty results in negative consequences for consumers’ …
Behavioral Health and Interventions (3 works) · Business (3 works) · Computer Science (3 works) · Consumer Behavior in Brand Consumption and Identification (3 works) · Psychology (3 works) · Advertising (2 works) · Consumer Retail Behavior Studies (2 works) · Human–computer interaction (2 works) · Marketing (2 works) · Mathematics (2 works)