Understanding the Effects of Process-Focused versus Outcome-Focused Thought in Response to Advertising
Bibliographic Data
| ID | 7842446 |
|---|---|
| Authors | Jennifer Edson Escalas (0009-0009-1515-3310), Mary Frances Luce (Duke University) |
| Year | 2004 |
| Volume | 31 |
| Issue | 2 |
| Pages | 274-285 |
| Publication date | 2004-09-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/422107 |
| OpenAlex | W2023105825 |
| Language | EN |
| Citations received | 23 |
| References cited | 21 |
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
Advertising · Business · Outcome (game theory) · Process (computing) · Sociology · Cognitive and psychological constructs research · Computer Science · Consumer Behavior in Brand Consumption and Identification · Media Influence and Health · Psychology
Gettysburg re-imagined
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The impact of mental simulation on subsequent tourist experience – dual evidence from eye tracking and self-reported measurement
The spillover effect of prepaid coupon purchase on complementary product purchase intention
The influence of displaying the last stage before consumption on purchase intention
How the level of detail in mechanistic explanation affects customer responses to artificial intelligence-driven recommendations on social media platforms
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Preparing for an Era of Deepfakes and AI-Generated Ads
How a maximizing orientation affects trade‐offs between desirability and feasibility
The Influence of Involvement on Information Processing of Rational Advertising Appeals
The Effect of Mental Simulation (Process‐ Versus Outcome‐Focus) on Extension Evaluation
From imagery to intention
Effects of haptic cues on consumers' online hotel booking decisions
Guilty displeasures
How eco-certificate/effort influences hotel preference
On My Own
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When Mental Simulation Hinders Behavior
A Meta-Analysis of the ELM's Argument Quality × Processing Type Predictions
Imagine Yourself in the Product
Social Cognition and Social Perception
Coping and the Simulation of Events
From Thought to Action
Harnessing the imagination
Harnessing the imagination
Imagination and expectation
The effect of imagining an event on expectations for the event
Psychological status of the script concept
Self-relevant scenarios as mediators of likelihood estimates and compliance
The role of transportation in the persuasiveness of public narratives
Evidence evaluation in complex decision making
Heuristic versus systematic information processing and the use of source versus message cues in persuasion
The unbearable automaticity of being
Effects of Information Presentation Format on Consumer Information Acquisition Strategies
Dimensions of Consumer Expertise
Central and Peripheral Routes to Advertising Effectiveness
Elaborating on Elaboration
| Unique citing works | 23 |
|---|---|
| Citations per year | 1,15 |
| Citation span | 2006 - 2026 (21) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 20 |