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Article: The effect of regulatory depletion on attitude certainty

TitleThe effect of regulatory depletion on attitude certainty
Authors
KeywordsAdvertising effectiveness
Attitude certainty
Consumer behavior
Perceived elaboration
Self-regulatory depletion
Issue Date2010
PublisherAmerican Marketing Association. The Journal's web site is located at http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20Marketing%20Research/JournalofMarketingResearch.aspx
Citation
Journal Of Marketing Research, 2010, v. 47 n. 3, p. 531-541 How to Cite?
AbstractThis research explores how regulatory depletion affects consumers' responses to advertising. Initial forays into this area suggest that the depletion of self-regulatory resources is irrelevant when advertisement arguments are strong or consumers are highly motivated to process. In contrast to these conclusions, the authors contend that depletion has important but previously hidden effects in such contexts. That is, although attitudes are equivalent in valence and extremity, consumers are more certain of their attitudes when they form them under conditions of depletion than nondepletion. The authors propose that this effect occurs because feeling depleted induces the perception of having engaged in thorough information processing. As a consequence of greater attitude certainty, depleted consumers' attitudes exert greater influence on their purchase behavior. Three experiments, using different products and ad exposure times, confirm these hypotheses. Experiment 3 demonstrates the potential to vary consumers' naive beliefs about the relationship between depletion and thoroughness of processing, and this variation moderates the effect of depletion on attitude certainty. The authors discuss the theoretical contributions and implications for marketing. © 2010, American Marketing Association.
Persistent Identifierhttp://hdl.handle.net/10722/57671
ISSN
2015 Impact Factor: 3.109
2015 SCImago Journal Rankings: 5.764
References

 

DC FieldValueLanguage
dc.contributor.authorWan, EWen_HK
dc.contributor.authorRucker, DDen_HK
dc.contributor.authorTormala, ZLen_HK
dc.contributor.authorClarkson, JJen_HK
dc.date.accessioned2010-05-14T06:34:44Z-
dc.date.available2010-05-14T06:34:44Z-
dc.date.issued2010en_HK
dc.identifier.citationJournal Of Marketing Research, 2010, v. 47 n. 3, p. 531-541en_HK
dc.identifier.issn0022-2437en_HK
dc.identifier.urihttp://hdl.handle.net/10722/57671-
dc.description.abstractThis research explores how regulatory depletion affects consumers' responses to advertising. Initial forays into this area suggest that the depletion of self-regulatory resources is irrelevant when advertisement arguments are strong or consumers are highly motivated to process. In contrast to these conclusions, the authors contend that depletion has important but previously hidden effects in such contexts. That is, although attitudes are equivalent in valence and extremity, consumers are more certain of their attitudes when they form them under conditions of depletion than nondepletion. The authors propose that this effect occurs because feeling depleted induces the perception of having engaged in thorough information processing. As a consequence of greater attitude certainty, depleted consumers' attitudes exert greater influence on their purchase behavior. Three experiments, using different products and ad exposure times, confirm these hypotheses. Experiment 3 demonstrates the potential to vary consumers' naive beliefs about the relationship between depletion and thoroughness of processing, and this variation moderates the effect of depletion on attitude certainty. The authors discuss the theoretical contributions and implications for marketing. © 2010, American Marketing Association.en_HK
dc.languageeng-
dc.publisherAmerican Marketing Association. The Journal's web site is located at http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20Marketing%20Research/JournalofMarketingResearch.aspxen_HK
dc.relation.ispartofJournal of Marketing Researchen_HK
dc.rightsCreative Commons: Attribution 3.0 Hong Kong License-
dc.subjectAdvertising effectivenessen_HK
dc.subjectAttitude certaintyen_HK
dc.subjectConsumer behavioren_HK
dc.subjectPerceived elaborationen_HK
dc.subjectSelf-regulatory depletionen_HK
dc.titleThe effect of regulatory depletion on attitude certaintyen_HK
dc.typeArticleen_HK
dc.identifier.openurlhttp://library.hku.hk:4550/resserv?sid=HKU:IR&issn=0022-2437&volume=47&issue=3&spage=531&epage=541&date=2010&atitle=The+effect+of+regulatory+depletion+on+attitude+certainty-
dc.identifier.emailWan, EW: ewwan@hkucc.hku.hken_HK
dc.identifier.authorityWan, EW=rp01105en_HK
dc.description.naturepublished_or_final_version-
dc.identifier.doi10.1509/jmkr.47.3.531en_HK
dc.identifier.scopuseid_2-s2.0-77953601558en_HK
dc.identifier.hkuros172338-
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-77953601558&selection=ref&src=s&origin=recordpageen_HK
dc.identifier.volume47en_HK
dc.identifier.issue3en_HK
dc.identifier.spage531en_HK
dc.identifier.epage541en_HK
dc.identifier.eissn1547-7193-
dc.publisher.placeUnited Statesen_HK
dc.identifier.scopusauthoridWan, EW=23052867400en_HK
dc.identifier.scopusauthoridRucker, DD=7006333143en_HK
dc.identifier.scopusauthoridTormala, ZL=6603536991en_HK
dc.identifier.scopusauthoridClarkson, JJ=14522324000en_HK

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