In two essays, this dissertation examines how religious beliefs and belief-in-fate affect consumers’ hope for advertised benefits. Further, the downstream effect of hope on judgment of advertisement credibility is investigated. Essay 1 studies the impact of degree of religiosity and priming religious concepts on hope for advertised benefits. The downstream consequences of hope on perceived ad credibility and its impact on consumers’ purchasing intentions are demonstrated. Essay 2 studies the effects of different levels of belief-in-fate on hope for advertised benefits and its implications for consumers’ perceived ad credibility. Conceptualization and results contribute to the investigations of antecedents and consequences of hope emotion and to the theorization of hope as a compensatory emotion.
|Advisor:||Singh, Surendra, Chatterjee, Promothesh|
|Commitee:||Branscombe, Nyla, Drolet Rossi, Aimee, Pyone, Jin|
|School:||University of Kansas|
|School Location:||United States -- Kansas|
|Source:||DAI-A 80/04(E), Dissertation Abstracts International|
|Keywords:||Consumer beliefs, Judgment bias|
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