000			01923pab a2200205 454500
008			140923b0 xxu||||| |||| 00| 0 eng d
040			_cWelingkar Institute of Management Development & Research, Mumbai _aWelingkar Institute of Management Development & Research, Mumbai
041			_aENG
082			_a _bWan
100			_aWan Echo Wen
245			_aEffect of Regulatory Depletion on Attitude Certainty
250			_a3
260			_a _bJune 2010 _c0
300			_a531-541 Pp.
490			_vXLVII
520			_aThis 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.
650			_aAttitude Certainty, Self-Regulatory
856			_uhttp://192.168.6.13/libsuite/mm_files/Articles/AR11978.pdf
906			_a40335
999			_c31745 _d31745