We investigate the effect of process- versus outcome-oriented thinking on consumers' subjective experiences when choosing among alternatives. In four studies, we show that because process-oriented thinking leads to a dual focus on both means and end benefits, it increases decision difficulty...

We demonstrate that matching ad format to a consumer's mode of information processing enhances advertising effectiveness. Relative to noncomparative ads, comparative ads are more effective when consumers use analytical processing. Conversely, noncomparative ads are more effective than...

We show that direct product experiences (e.g., product trials) and indirect product experiences (e.g., reading a product description) result in different levels of mental construal and product preferences. Study 1 demonstrates that increasing experiential contact with a product triggers more...