Journal ArticleDOI
All Cues Are Not Created Equal: Obtaining Attitude Persistence under Low-Involvement Conditions
TLDR
This article found that when both related and unrelated peripheral cues evoke similar initial attitudes, only when the cue is related to the product category do attitudes persist over time, and the results of two studies attest to the robustness of the phenomenon and add to current models of attitude persistence.Abstract:
Attitude persistence research in consumer behavior has been predominantly associated with high- rather than low-involvement processing. Advertising, however, is most often processed as a low-involvement communication. We predict that different low-involvement cues lead to different degrees of attitude persistence. Consistent with this prediction, we find that under low-involvement conditions, when both related and unrelated peripheral cues evoke similar initial attitudes, only when the cue is related to the product category do attitudes persist over time. The results of two studies attest to the robustness of the phenomenon and add to current models of attitude persistence by showing that peripherally processed advertising cues (e.g., brand names and celebrity endorsers) may lead to persistence if they are related to the product being endorsed.read more
Citations
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Journal ArticleDOI
Building Corporate Associations: Consumer Attributions for Corporate Socially Responsible Programs
TL;DR: This paper examined the influence of consumers' attributions on corporate outcomes in response to corporate social responsibility (CSR), finding that consumers responded most positively to CSR efforts they judged as values driven and strategic while responding negatively to efforts perceived as stakeholder driven or egoistic.
Journal ArticleDOI
Customer Experience Management in Retailing: Understanding the Buying Process
Nancy Puccinelli,Ronald C. Goodstein,Dhruv Grewal,Robert Price,Priya Raghubir,David W. Stewart +5 more
TL;DR: In this article, the authors provide an overview of existing consumer behavior literature and suggest that specific elements of consumer behavior (goals, schema, information processing, memory, involvement, attitudes, affective processing, atmospherics, and consumer attributions and choices) play important roles during various stages of the consumer decision process.
Journal ArticleDOI
Customer experience quality: an exploration in business and consumer contexts using repertory grid technique
TL;DR: In this article, customer experience is conceptualized as the customer's subjective response to the holistic direct and indirect encounter with the firm, and customer experience quality as its perceived excellence or superiority.
Journal ArticleDOI
Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size
TL;DR: In this paper, the authors provided a quantitative summary of the relationship between celebrity endorser source effects and effectiveness in advertising and used the Kruskal-Wallis nonparametric test to identify the most influential celebrity source effects on effectiveness.
Journal ArticleDOI
Audience Response to Product Placements: An Integrative Framework and Future Research Agenda
TL;DR: In this paper, the authors comprehensively review the literature on product placements to develop an integrative conceptual model that captures how such messages generate audience outcomes, including cognition, affect, and conation.
References
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Book
Communication and Persuasion: Central and Peripheral Routes to Attitude Change
TL;DR: In this article, the authors define the ELM and seine Basiskonzepte theoretisch definiert und durch eine Vielzahl empirischer Studien untermauert.
Book
Cognitive Psychology and Its Implications
TL;DR: Anderson as mentioned in this paper constructs a coherent picture of human cognition, relating neural functions to mental processes, perception to abstraction, representation to meaning, knowledge to skill, language to thought, and adult cognition to child development.
Journal ArticleDOI
Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement
TL;DR: This article found that manipulation of argument quality had a greater impact on attitudes under high than low involvement, but the manipulation of product endorser had a higher impact under low than high involvement.
Journal ArticleDOI
Consumer Evaluations of Brand Extensions
David A. Aaker,Kevin Lane Keller +1 more
TL;DR: In this article, two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, i.e., use of an established brand name to enter a new product category.
Book
Human Associative Memory
John R. Anderson,Gordon H. Bower +1 more
TL;DR: In this paper, a theory about human memory, about how a person encodes, retains, and retrieves information from memory, was proposed and tested, based on the HAM theory.