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Article: The effect of regulatory depletion on attitude certainty
Title | The effect of regulatory depletion on attitude certainty |
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Authors | |
Keywords | Advertising effectiveness Attitude certainty Consumer behavior Perceived elaboration Self-regulatory depletion |
Issue Date | 2010 |
Publisher | American 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? |
Abstract | This 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 Identifier | http://hdl.handle.net/10722/57671 |
ISSN | 2023 Impact Factor: 5.1 2023 SCImago Journal Rankings: 5.984 |
ISI Accession Number ID | |
References |
DC Field | Value | Language |
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dc.contributor.author | Wan, EW | en_HK |
dc.contributor.author | Rucker, DD | en_HK |
dc.contributor.author | Tormala, ZL | en_HK |
dc.contributor.author | Clarkson, JJ | en_HK |
dc.date.accessioned | 2010-05-14T06:34:44Z | - |
dc.date.available | 2010-05-14T06:34:44Z | - |
dc.date.issued | 2010 | en_HK |
dc.identifier.citation | Journal Of Marketing Research, 2010, v. 47 n. 3, p. 531-541 | en_HK |
dc.identifier.issn | 0022-2437 | en_HK |
dc.identifier.uri | http://hdl.handle.net/10722/57671 | - |
dc.description.abstract | This 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.language | eng | - |
dc.publisher | American 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 | en_HK |
dc.relation.ispartof | Journal of Marketing Research | en_HK |
dc.subject | Advertising effectiveness | en_HK |
dc.subject | Attitude certainty | en_HK |
dc.subject | Consumer behavior | en_HK |
dc.subject | Perceived elaboration | en_HK |
dc.subject | Self-regulatory depletion | en_HK |
dc.title | The effect of regulatory depletion on attitude certainty | en_HK |
dc.type | Article | en_HK |
dc.identifier.openurl | http://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.email | Wan, EW: ewwan@hkucc.hku.hk | en_HK |
dc.identifier.authority | Wan, EW=rp01105 | en_HK |
dc.description.nature | published_or_final_version | - |
dc.identifier.doi | 10.1509/jmkr.47.3.531 | en_HK |
dc.identifier.scopus | eid_2-s2.0-77953601558 | en_HK |
dc.identifier.hkuros | 172338 | - |
dc.relation.references | http://www.scopus.com/mlt/select.url?eid=2-s2.0-77953601558&selection=ref&src=s&origin=recordpage | en_HK |
dc.identifier.volume | 47 | en_HK |
dc.identifier.issue | 3 | en_HK |
dc.identifier.spage | 531 | en_HK |
dc.identifier.epage | 541 | en_HK |
dc.identifier.eissn | 1547-7193 | - |
dc.identifier.isi | WOS:000277947300012 | - |
dc.publisher.place | United States | en_HK |
dc.identifier.scopusauthorid | Wan, EW=23052867400 | en_HK |
dc.identifier.scopusauthorid | Rucker, DD=7006333143 | en_HK |
dc.identifier.scopusauthorid | Tormala, ZL=6603536991 | en_HK |
dc.identifier.scopusauthorid | Clarkson, JJ=14522324000 | en_HK |
dc.identifier.issnl | 0022-2437 | - |