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.
","abstract_html":"<p>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. </p>","abstract_has_math":false,"creators":["Ilyuk, Veronika"],"institution":"The Graduate School and University Center of The City University of New York","degree_name":"Doctor of Philosophy","degree_level":"Doctoral","degree_discipline":"Business","degree_department":null,"school":null,"contributors":[],"advisors":["Lauren G. Block"],"committee_chairs":[],"committee_members":[],"year":2015,"date_issued":"2015-02-01T08:00:00Z","date_published":"2015-02-01T08:00:00Z","updated_at":"2026-07-24T02:00:13Z","subjects":["Advertising and Promotion Management","Marketing"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://academicworks.cuny.edu/gc_etds/576","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.advisor","label":"Advisor","values":["Lauren G. Block"]},{"key":"dc:creator","label":"Author","values":["Ilyuk, Veronika"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2017-02-01T08:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Business"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Doctoral"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Doctor of Philosophy"]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["The Graduate School and University Center of The City University of New York"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Advertising and Promotion Management","Marketing"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://academicworks.cuny.edu/gc_etds/576"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["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.
"]},{"key":"dc:title","label":"Title","values":["Explorations of Perceived Product Efficacy"]}]}],"canonical_facts":{"dc:contributor.advisor":["Lauren G. Block"],"dc:creator":["Ilyuk, Veronika"],"dc:date.available":["2017-02-01T08:00:00Z"],"dc:description.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.
"],"dc:identifier":["https://academicworks.cuny.edu/gc_etds/576"],"dc:subject":["Advertising and Promotion Management","Marketing"],"dc:title":["Explorations of Perceived Product Efficacy"],"thesis:degree_discipline":["Business"],"thesis:degree_level":["Doctoral"],"thesis:degree_name":["Doctor of Philosophy"],"thesis:institution_name":["The Graduate School and University Center of The City University of New York"]},"updated_at":"2026-07-24T02:00:13Z"}