Date of Degree

2-2015

Document Type

Dissertation

Degree Name

Ph.D.

Program

Business

Advisor(s)

Lauren G. Block

Subject Categories

Advertising and Promotion Management | Marketing

Abstract

Prior research has largely treated perceived product efficacy as a one-dimensional construct. This research uniquely demonstrates that perceived product efficacy is comprised of several dimensions and focuses on one previously unexplored dimension that has significant implications for consumption frequency: perceived duration of product efficacy. The current research shows that consumers make biased duration judgments of product efficacy: consumers make shorter (vs. longer) duration judgments when they perceive a concurrent task to be relatively difficult (vs. easy). The effect of perceived task difficulty on duration judgments of product efficacy is (1) established with energy-enhancing products and medication, (2) shown to be driven by an intuitive belief that the efficacy duration of products is context-dependent, and (3) attenuated when this intuitive belief is challenged via priming or the presentation format of manufacturers' suggested consumption instructions. The impact of the documented intuitive belief on consumer health and well-being, along with the implications for marketers and the public health community, are discussed.

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