Petia K Petrova

Biographic Data

ID149779
NAMEPetia K Petrova
GIVEN NAMESPetia K
FAMILY NAMEPetrova
SIGNATUREPETROVA P K
VERIFIEDNo
TOTAL WORKS3
TOTAL CITATIONS43
WORKS AS AUTHOR3
WORKS AS EDITOR0
FIRST PUBLICATION YEAR2005
LATEST PUBLICATION YEAR2009
H-INDEX3

  • When Mental Simulation Hinders Behavior

    Debora Viana Thompson, Rebecca W Hamilton et al.ARTICLEJournal of Consumer Research2009Cited by: 7References: 29

    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’ …

  • Consistency-based compliance across cultures

    Open AccessPetia K Petrova, Petia Petrova et al.ARTICLEJournal of Experimental Social…2006Cited by: 13References: 33

  • Fluency of Consumption Imagery and the Backfire Effects of Imagery Appeals

    Petia K Petrova, Petia Petrova et al.ARTICLEJournal of Consumer Research2005Cited by: 23

    Existing research and widespread commercial usage suggest that appeals urging consumers to imagine the product experience have powerful effects on product preferences. Three studies examined the mediating role of imagery accessibility and demonstrated that the difficulty of imagery generation can reverse the generally observed positive effects of imagery appeals. When participants were low in imagery abilities or when the product was not presente…