Petia K. Petrova

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Existing research and widespread commercial usage suggest that appeals urging consumers to imagine the product experience have powerful effects on product preferences. Three studies examined the mediating role of imagery accessibility and demonstrated that the difficulty of imagery generation can reverse the generally observed positive effects of imagery(More)
This research examines the impact of media depictions of success (or failure) on consumers’ desire for luxury brands. In a pilot study and three additional studies, we demonstrate that reading a story about a similar/successful other, such as a business major from the same university, increases consumers’ expectations about their own future wealth, which in(More)
This study investigated the hypothesis that similar behavior in different cultures may mask individual differences in the reasons for that behavior. Most previous research on culture and behavior has examined culture-based differences in overt behavior. In contrast, the present research focused on cultural variation in reasons for identical behavior (that(More)
We investigate the effect of processversus 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 when consumers face substantive trade-offs between desirability and(More)
This research examines the impact of media depictions of success (or failure) on consumers’ desire for luxury brands. In a pilot study and three additional studies, we demonstrate that reading a story about a similar/successful other, such as a business major from the same university, increases consumers’ expectations about their own future wealth, which in(More)
In 2 countries differing on individualistic–collectivistic orientation, we investigated resistance to a request made by a manager perceived as lacking personal power based on a key attribute (e.g., expertise, relationality). Results of an experiment with Polish and American participants were consistent with cultural differences in the preferred attribute of(More)
Imagine that you are looking for an apartment to rent and are deciding between two options that entail an attribute trade-off. One apartment is spacious but far from your workplace; the other is closer but much less spacious. Construal level theory (Liberman and Trope 1998) suggests that when deciding between these two alternatives, consumers who engage in(More)