Showing papers in "Journal of Consumer Research in 1988"
TL;DR: In this paper, a variety of evidence is presented supporting this simple and compelling premise and implications for consumer behavior are derived for consumer behaviour because the construct of extended self involves consumer behavior rather than buyer behavior, it appears to be a much richer construct than previous formulations positing a relationship between selfconcept and consumer brand choice.
Abstract: Our possessions are a major contributor to and reflection of our identities A variety of evidence is presented supporting this simple and compelling premise Related streams of research are identified and drawn upon in developing this concept and implications are derived for consumer behavior Because the construct of extended self involves consumer behavior rather than buyer behavior, it appears to be a much richer construct than previous formulations positing a relationship between self-concept and consumer brand choice
7,705 citations
TL;DR: In this paper, two meta-analyses were conducted to investigate the effectiveness of the Fishbein and Ajzen model in research to date, and strong overall evidence for the predictive utility of the model was found.
Abstract: Two meta-analyses were conducted to Investigate the effectiveness of the Fishbein and Ajzen model in research to date. Strong overall evidence for the predictive utility of the model was found. Although numerous instances were identified in which researchers overstepped the boundary conditions initially proposed for the model, the predictive utility remained strong across conditions. However, three variables were proposed and found to moderate the effectiveness of the model. Suggested extensions to the model are discussed and general directions for future research are given.
3,815 citations
TL;DR: In this article, the authors present the results of a study designed to test several hypotheses concerning the effects of intrinsic and situational sources of personal relevance on felt involvement and on the amount of attention and comprehension effort, the focus of attention, and the extent of cognitive elaboration during comprehension.
Abstract: We present the results of a study designed to test several hypotheses concerning the effects of intrinsic and situational sources of personal relevance on felt involvement and on the amount of attention and comprehension effort, the focus of attention and comprehension processes, and the extent of cognitive elaboration during comprehension. Felt involvement is a motivational state that affects the extent and focus of consumers' attention and comprehension processes, and thus the specific meanings that are produced. The results of the study provide strong evidence that felt involvement plays a motivational role in consumers' attention and comprehension processes.
2,053 citations
TL;DR: In this article, the effects of five determinants of satisfaction are tested as well as individual differences in satisfaction formation in stock market trading scenarios in a full factorial design, showing that all main effects and four ordinal two-way interactions are significant.
Abstract: The effects of five determinants of satisfaction are tested as well as individual differences in satisfaction formation. Manipulations of attribution, expectancy, performance, disconfirmation, and equity are written into stock market trading scenarios in a full factorial design. Results show that all main effects and four ordinal two-way interactions are significant. Then, an individual-level analysis is performed on the repeated measures data. Three clusters of subjects sharing similar response tendencies (disconfirmation, performance, and equity) are identified and related to investment attitudes, outcome attitudes, and demographics. No consistent relationships are discovered, suggesting that the response differences reflect deeper behavioral tendencies. Implications of this approach for satisfaction paradigms, satisfaction theory, and individual satisfaction response orientations are presented.
1,659 citations
TL;DR: In this paper, the authors examined the dissimilar use of product information cues in product evaluations by differentially familiar subjects and found that low-familiar and highly familiar subjects tend to perceive a stronger price-quality relationship than do moderately familiar subjects.
Abstract: This article examines the dissimilar use of product information cues in product evaluations by differentially familiar subjects. Specifically, the use of price cues and intrinsic product cues for the assessment of product quality is hypothesized to depend on prior knowledge. For a product with a positive quality-price association in the marketplace, the study shows that low-familiar and highly familiar subjects tend to perceive a stronger price-quality relationship than do moderately familiar subjects. Moreover, as subjects product familiarity increases, the use of intrinsic cues for product quality assessments tends to become relatively stronger.
1,215 citations
TL;DR: The authors found that consumers were more favorable toward the ground beef labeled as either "75% lean" or "25% fat" than those labeled as "25 % fat" when they actually tasted it.
Abstract: Consumers rated several qualitative attributes of ground beef that framed the beef as either “75% lean” or “25% fat.” The consumers' evaluations were more favorable toward the beef labeled “75% lean” than that labeled “25% fat.” More importantly, the magnitude of this information framing effect lessened when consumers actually tasted the meat. We discuss these results in terms of an averaging model, which suggests that a diagnostic product experience dilutes the impact of information framing.
1,144 citations
TL;DR: The authors demonstrate the influence of assumptions on different research processes, cite problems inherent in both perspectives, point out the range of positions within the interpretive approach, and discuss the ramifications of diverse ways of seeking knowledge for consumer research.
Abstract: Two of the predominant approaches to gaining knowledge in the social sciences are the positivist and interpretive approaches. Different philosophical assumptions and goals underlie both. We are better able to see the strengths and weaknesses in the two approaches by comparing and contrasting different perspectives; this juxtaposition is essential if we are to improve the ways in which we study consumers. In this article, we demonstrate the influence of assumptions on different research processes, cite problems inherent in both perspectives, point out the range of positions within the interpretive approach, and discuss the ramifications of diverse ways of seeking knowledge for consumer research.
1,000 citations
TL;DR: The authors summarized and critiqued recent consumer behavior research testing attribution theory principles, including how information about a product influences attributions, how the discounting effect influences liking for products, and how self-perception processes influence willingness to participate in marketing research.
Abstract: Recent consumer behavior research testing attribution theory principles is summarized and critiqued. Most studies on antecedents of causal inferences focus on how information about a product influences attributions, how the discounting effect influences liking for products, and how self-perception processes influence willingness to participate in marketing research. Research examining consequences of causal inferences focuses on product satisfaction. Major trends in attribution theory and future research directions are indicated.
947 citations
TL;DR: This paper explored the meaning and histories of favorite objects in two cultures using surveys and photographs and found that in the U.S., photographs show greater proximity to objects that are symbols of others or experiences than to objects enjoyed for their own attributes.
Abstract: We explore the meaning and histories of favorite objects in two cultures using surveys and photographs. Favorite object attachment is differentiated from the possessiveness component of materialism and from attachment to other people. Meanings of favorite objects derive more from personal memories in the U.S. and from social status in Niger than from object characteristics. Since favorite objects serve as storehouses of personal meanings, gender, age, and culture reflect differences in object selected as well as reasons for selection. In the U.S., photographs show greater proximity to objects that are symbols of others or experiences than to objects enjoyed for their own attributes.
841 citations
TL;DR: In this article, naturalistic inquiry is used for exploring emergent themes in buyer and seller behavior at a swap meet, including freedom versus rules, boundaries versus transitions, competition versus cooperation, and sacred versus profane.
Abstract: Naturalistic inquiry as an ethnographic approach is explained and utilized for exploring emergent themes in buyer and seller behavior at a swap meet. Components of the method used include purposive sampling, triangulation across researchers, emergent theme analysis, autodriving, memoing, member checks, and auditing. Four emergent dialectical substantive themes are discussed: freedom versus rules, boundaries versus transitions, competition versus cooperation, and sacred versus profane.
682 citations
TL;DR: In this paper, the cognitive tradeoff between price and product quality is used as a basis for hypothesizing interrelationships between two individual difference variables and two price-related responses.
Abstract: The cognitive tradeoff between price and product quality is used as a basis for hypothesizing interrelationships between two individual difference variables and two price-related responses. Results of a correlational study support the hypothesis of an inverse relationship between price consciousness and product involvement and the hypotheses that price consciousness and product involvement have opposite implications for several price-related constructs. Results also indicate a positive relationship between price acceptability level and the width of the latitude of price acceptance.
TL;DR: This paper examined whether advertisers' regular price claims affect consumer perceptions and price search behavior and found that an ad with a plausible reference price raised subjects' estimates of the advertiser's regular price and the perceived offer value.
Abstract: This article examines whether advertisers' regular price claims affect consumer perceptions and price search behavior. Experiments involving simulated shopping via personal computers indicate that compared to an ad with no reference price, an ad with a plausible reference price raised subjects' estimates of the advertiser's regular price and the perceived offer value. An exaggerated reference price had generally the same positive effects on perception as a plausible reference price, even for the more skeptical subjects. Further, when subjects were presented with an advertised sale price above the lowest expected price, the exaggerated reference price increased the percentage of subjects who purchased the product from the advertiser without checking other stores' prices.
Abstract: Consumers faced choices in which some or all alternatives had to be recalled from memory. Experiments 1 and 2 investigated conditions that lead consumers to use recalled prior evaluations versus recalled brand attribute information as inputs to brand choices. Results suggest that consumers use a potential input to make a choice if it is accessible in memory and if they perceive it as more diagnostic than other accessible potential inputs. The theoretical framework used to interpret these results has the potential to integrate past work on affect referral, the link between memory and judgment, and the role of attitudes in choice.
TL;DR: In this paper, the results of three experiments that examine memory interference in an advertising context were reported, showing that consumer memory for a brand's advertising was inhibited as a result of subsequent exposure to ads for other products in that manufacturer's product line and ads for competing brands in the product class.
Abstract: This article reports the results of three experiments that examine memory interference in an advertising context. In Experiment 1, consumer memory for a brand's advertising was inhibited as a result of subsequent exposure to ads for other products in that manufacturer's product line and ads for competing brands in the product class. Experiment 2 demonstrates analogous proactive interference effects. The results of Experiment 3 indicate that the presence of advertising for competitive brands changes the relationship between ad repetition and consumer memory. Repetition had a positive effect on recall only when there was little or no advertising for similar products.
TL;DR: This article examined the differences in parents' consumer socialization tendencies and found that mothers with alternative parental styles differ in communicating with children about consumption, number of consumer socialisation goals, restricting and monitoring consumption and media exposure, and views on advertising.
Abstract: Parents play a major role in children's consumer socialization but little is known about differences in parents' consumer socialization tendencies. In this article, we examine the thesis that these tendencies can be predicted from parents' general socialization styles. Results indicate that mothers with alternative parental styles differ in communicating with children about consumption, number of consumer socialization goals, restricting and monitoring consumption and media exposure, and views on advertising. Contrary to expectations, mothers with differential styles do not differ in granting consumption autonomy to children.
TL;DR: In this paper, the authors found that males' judgments were sensitive to the favorableness of only self-relevant information, whereas females, who adhere to a self-and other-sensitive sex role, rendered judgments that reflected the implications of both self- and other relevant information.
Abstract: Two experiments provide convergent evidence that sex roles, when activated, influence males' and females' judgments. Activation of the genders' sex roles was achieved either by means of explicit sex role primes or by making unambiguous self- and other-relevant information highly salient. In accordance with males' self-focused agentic sex role, males' judgments were sensitive to the favorableness of only self-relevant information, whereas females, who adhere to a self- and other-sensitive sex role, rendered judgments that reflected the implications of both self- and other-relevant information.
TL;DR: In this paper, a model for predicting consumers' choices under conditions of uncertainty and ambiguity is presented, where the authors use the term ambiguity to distinguish the class of risky decisions for which the odds of an uncertain event are not precisely known.
Abstract: We present a model for predicting consumers' choices under conditions of uncertainty and ambiguity. We use the term ambiguity to distinguish the class of risky decisions for which the odds of an uncertain event are not precisely known. We show that our model predicts different decisions for individuals who are ambiguity averse, ambiguity seeking, or ambiguity indifferent, thus relaxing the constraint imposed on preferences by subjected expected utility theory.
TL;DR: In this paper, the effects of physiological arousal on persuasion were investigated, and the results indicated that endorser status (celebrity or non-Celebrity) has a stronger influence on brand attitudes under high than under moderate levels of arousal, whereas argument strength has a greater impact under moderate than under high arousal levels.
Abstract: The effects of physiological arousal on persuasion are investigated. An exercise task was used to manipulate physiological arousal, and systolic blood pressure readings were taken to assess the effectiveness of this manipulation. The results indicate that endorser status (celebrity or noncelebrity) has a stronger influence on brand attitudes under high than under moderate levels of physiological arousal, whereas argument strength has a greater impact under moderate than under high arousal levels. The results are consistent with the Elaboration Likelihood Model of persuasion.
TL;DR: The authors investigated the relation between inference and persuasion and found that spontaneous inferences were more favorable and accessible than attitudes formed in explicit conclusion conditions, while the effects of motivation and effort on inference were discussed.
Abstract: An experiment investigated the relation between inference and persuasion. Subjects were exposed to an ad in which presence or absence of conclusions and level of involvement were manipulated orthogonally. Omitted conclusions were more likely to be inferred spontaneously in high than in low involvement conditions. Further, when conclusions were omitted and high involvement made spontaneous inference formation likely, brand attitudes were more favorable and accessible than attitudes formed in low involvement conditions. Brand attitudes based on spontaneous inferences were as favorable and more accessible than attitudes formed in explicit conclusion conditions. The effects of motivation and effort on inference are discussed.
TL;DR: This article found that the ease with which one can bring to mind exemplars of an event influenced consumers' judgments about the likelihood of a product failing or succeeding, and that self-reported ease in recalling failure incidents is correlated with judged likelihood of product failure.
Abstract: Four studies using a variety of methodologies and products find that the availability heuristic (the ease with which one can bring to mind exemplars of an event) influences consumers' judgments about the likelihood of products failing. Based on past research showing that distinctiveness increases availability, a laboratory experiment (Study 1) manipulated distinctiveness of incidents describing a product failing or succeeding. Study 2 used a similar methodology, but relates attention to product failure estimates. Study 3 is a field study examining product failure distinctiveness and failure estimates. In Study 4, self-reported ease in recalling failure incidents is correlated with judged likelihood of product failure, whereas ease of recalling success incidents is correlated with judged likelihood of product success.
TL;DR: This paper employed a cognitive response approach using non-directive probes rather than direct questions to assess the effects of advertising knowledge and the presence of a cue on thoughts produced by 9 to 10-year-old children while watching commercials.
Abstract: This study employs a cognitive response approach using non-directive probes rather than direct questions to assess the effects of advertising knowledge and the presence of a cue on thoughts produced by 9 to 10-year-old children while watching commercials. The number of counterarguments produced indicates children's use of cognitive defenses. The study found that advertising knowledge did not result in increased counterarguments against advertisements unless a cue was present to activate that knowledge. Direct questions (as opposed to non-directive probes) themselves appear to activate advertising knowledge, thus overestimating children's actual use of cognitive defenses.
TL;DR: This article investigated the formation of attitudes toward unattended stimuli and found that attitude formation can occur independently of conscious consideration. But the results of Experiment 2 suggest that consumers use differential hemispheric strategies for task performance to form preconsciously based attitudes.
Abstract: Two experiments investigate the formation of attitudes toward unattended stimuli. In Experiment 1, a presentation format that encourages processing at a preconscious level demonstrates that attitude formation can occur independently of conscious consideration. Alternative theoretical explanations are offered to account for the purported independence of conscious thought and preference formation, and Experiment 2 is a test of these alternatives. The results of Experiment 2 suggest that consumers use differential hemispheric strategies for task performance to form preconsciously based attitudes. A post hoc analysis is conducted to advance more explicit claims about the operational nature of the underlying preconscious processes.
TL;DR: A dichotic listening task within the context of hemispheric specialization provides evidence for enhanced affective responses toward correctly recognized stimuli and toward words transmitted to right ear and music transmitted to the left ear.
Abstract: A dichotic listening task within the context of hemispheric specialization provides evidence for enhanced affective responses toward correctly recognized stimuli and toward words transmitted to the right ear and music transmitted to the left ear These findings appear to support the cognitive-affective model over the independence hypothesis
TL;DR: The authors investigated the effect of Super Bowl XX on the emotions of viewers in three cities and found that arousal related to recall much more strongly than it did to pleasure, while emotional intensity was negatively related to emotional intensity but unrelated to emotional pleasure.
Abstract: In this study, we investigate (1) the effect that “Super Bowl XX” had on the emotions (defined by arousal and pleasure) of viewers in three cities and (2) how these emotional reactions influenced recall for ads broadcast during the game. City differences in overall emotional reactions to the program were observed, differences that had theoretical relevance to the effect of emotion on ad recall. Recall was found to be negatively related to emotional intensity (defined by arousal and pleasure polarization) but unrelated to emotional pleasure. Overall, arousal related to recall much more strongly than it did to pleasure.
TL;DR: The authors used syntactics and structuralism to interpret two popular vehicles of consumption ideology, the television programs "Dallas" and "Dynasty" and found that the primary structure encoded within “Dallas” and “Dynasty” is the binary opposition between secular consumption and sacred consumption.
Abstract: Aspects of syntactics and structuralism are used to interpret two popular vehicles of consumption ideology, the television programs “Dallas” and “Dynasty.” The primary structure encoded within “Dallas” and “Dynasty” is the binary opposition between secular consumption and sacred consumption. The consumer behaviors of characters associated with secular and sacred consumption are described, and processes of mediation and transformation between the sacred and secular consumption poles are illustrated.
TL;DR: In this paper, the determinants of buyer-seller negotiations in four cultures are investigated in a laboratory simulation in a two-person, buyer-sellers, intracultural negotiation simulation.
Abstract: The determinants of buyer-seller negotiations in four cultures are investigated in a laboratory simulation. One hundred thirty-eight American, 54 Chinese, 42 Japanese, and 38 Korean business people participated in a two-person, buyer-seller, intracultural negotiation simulation. In negotiations between Americans, the use of more problem-solving bargaining strategies positively influenced negotiation outcomes. In negotiations between Chinese, more competitive strategies led to better results. In Japanese and Korean negotiations, buyers achieved higher economic rewards than sellers. In all four cultures, bargainers were more satisfied with negotiation outcomes when partners were rated more attractive.
TL;DR: In this paper, the authors examined the relationship between cognition and attitude toward a product as a function of time and the presence of information about a competing product, and proposed a scheme, which partitions cognitive responses into categories on the basis of their relative abstractness and, therefore, memorability.
Abstract: An experiment, which examines the relationship between cognition and attitude toward a product as a function of time and the presence of information about a competing product, is described. A scheme, which partitions cognitive responses into categories on the basis of their relative abstractness and, therefore, memorability, is proposed. Results show that the proposed scheme accounts for a significant amount of attitude variance and outperforms the traditional cognitive response scheme, especially after a delay. Results also show that, contrary to recent theory and research regarding the lack of correlation between attitude and recall, recall can be a predictor of attitude given the proper context and a theoretically justifiable recall measure.
TL;DR: In their reply to Holbrook's 1987 inquiry, "What Is Consumer Research?" Calder and Tybout as discussed by the authors declared the advantages of falsificationism and question the scientific status of interpretive approaches such as that represented by Holbrook and Grayson's 1986 analysis of symbolic consumption in Out of Africa.
Abstract: In their reply to Holbrook's 1987 inquiry, "What Is Consumer Research?," Calder and Tybout ( 1987) proclaim the advantages of falsificationism (Popper 1959) and question the scientific status of interpretive approaches such as that represented by Holbrook and Grayson's 1986 analysis of symbolic consumption in the movie Out of Africa. Briefly, Calder and Tybout's 1987 argument reduces to the early Popperian claim that science can advance only by means of a hypothetico-deductive method involving "the confrontation of theory with data" (p. 138). For Calder and Tybout, interpretive approaches can provide "provocative and entertaining reading" (p. 139) but "must stand apart . . . from science" (p. 140) so that interpretivism can contribute to scientific knowledge only by suggesting hypotheses suitable for testing in empirical studies (p. 139):
TL;DR: This paper examined how consumers' attitudes toward advertisements are affected by their previous exposure to them and found that the effects of exposure on ad attitudes may be moderated by the complexity of the advertisement.
Abstract: This article examines how consumers' attitudes toward advertisements are affected by their previous exposure to them. The results of our experiment suggest that the effects of exposure on ad attitudes may be moderated by the complexity of the advertisement: evaluations of complex ads become more positive with exposure, while those of simple ads do not. This finding may help explain why previous studies of ad exposure effects have yielded mixed results.
TL;DR: This paper examined conditions under which attitudes toward the ad may not completely mediate the effect of feeling responses on persuasive communications and found that for at least some types of ad executions, particularly those at relatively low exposure levels, ad attitudes did not mediate all of the effects of feeling response.
Abstract: Conditions under which attitudes toward the ad may not completely mediate the effect of feeling responses on persuasive communications are examined. The results suggest that for at least some types of ad executions, particularly those at relatively low exposure levels, ad attitudes did not mediate all of the effect of feeling response.