Understanding the Effects of Process-Focused versus Outcome-Focused Thought in Response to Advertising

By Jennifer Edson Escalas, M. Luce. 2004

183 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/eea11afce19f7f52397ffaa8fc4b348cf23e473a

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Citations in the corpus

Managing Consumer Uncertainty in the Adoption of New Products: Temporal Distance and Mental Simulation (2008, methodology): “…(e.g., MacInnis and Price 1990), we distinguish between two types of mental simulations that have been recently investigated—outcome-focused simulations, or why-thinking, and process-focused simulations, or howthinking (Escalas and Luce 2004; Taylor et al. 1998; Zhao, Hoeffler, and Zauberman 2007).”
From imagery to intention: A dual route model of imagined contact effects (2010, background): “Consumer researchers have employed mental simulation techniques to improve attitudes and facilitate behavioural intentions towards advertised products (Escalas & Luce, 2003, 2004).”
When Mental Simulation Hinders Behavior: The Effects of Process-Oriented Thinking on Decision Difficulty and Performance (2009, unknown): “…thinking on decision implementation , we know that greater decision difficulty is likely to lower consumers' satisfaction with the decision process (Fitzsimons 2000), increase willingness to postpone choice (Dhar 1997), and increase the likelihood of switching to a compromise option (Novemsky et…”
Measurable Emotions: How Television Ads Really Work (2010, background): “Spontaneous thoughts that occur in low-elaboration conditions follow a narrative format (Escalas and Luce 2004).”
Narrative, transportation and advertising (2015, background): “Providing further support that narrative processing does not conform to the predictions of dual-process models of persuasion (e.g., ELM), Escalas and Luce (2004) manipulate consumers’ focus (outcome versus process) as they view advertising.”