WHEN I BELIEVE, I AM BIASED: TWO ESSAYS ON WHEN AND HOW CONSUMER BELIEFS LEAD TO JUDGMENT BIAS

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.

Grantor dc:publisher

University of Kansas

Year dc:date.issued

2016

Author dc:creator

• Sarofim, Samer Nabil

Advisors dc:contributor.advisor

• Singh, Surendra
• Chatterjee, Promothesh

• Marketing

Statement dc:rights

• Copyright held by the author.

Language dc:language.iso

en

Dc Identifier Other

http://dissertations.umi.com/ku:15059

OAI identifier oai:identifier

oai:kuscholarworks.ku.edu:1808/37369