摘要:

An analytical framework is presented that specifies optimal search strategies when consumers use cutoff decision rules when information is formatted by brand or attribute and when the task is either screening alternatives or choosing the first acceptable alternative. The results show that formatting effects determine optimal processing strategies for screening but not for satisficing choice tasks. A laboratory experiment was conducted to test the validity of the analytical results. Most results were validated. However, under certain conditions, consumers use brand processing in choice tasks even when the analytical model predicts attribute processing. Results from a follow‐up study suggest that this deviation occurs because brand processors have different subjective search costs than attribute processors.

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80001-0

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

Previous research on the persuasive effects of ad cues, such as endorser attractiveness, has shown that these cues often serve as shortcuts to product evaluation when recipients are not motivated to process product information. In this article, the role of message cues was hypothesized to depend as much on the types of motives that guide message processing as on the degree of motivation. In an experiment, different goal‐relevant attributes were made salient prior to viewing a target ad for a restaurant. The attractiveness of endorsers in the ad and the level of motivation to process the ad (involvement) were also manipulated. When the salient attributes were relevant to sensory gratification (e.g., taste and aroma), endorser attractiveness influenced evaluations of the restaurant under low but not high involvement. When the salient attributes were relevant to public image goals (e.g., creating a good social impression), endorser attractiveness influenced evaluations under high but not low involvement. Analysis of subjects' listed thoughts suggested that, when sensory attributes were salient, the persuasive impact of endorser attractiveness occured via a relatively peripheral route. However, when image attributes were salient, the effect of endorser attractiveness occurred through a more central route, providing information that was processed elaborately when motivation to process was high.

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80002-2

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

Many political communications are negative in nature, but not much is known of the situations in which such communications are more damaging to the targeted political candidate. We hypothesized and experimentally demonstrated that (a) negative political communications are more successful in damaging overall voter attitudes toward the targeted candidate than positive communications are in raising such attitudes, (b) such negative communications are more effective in changing those beliefs about the targeted candidate that concerncharacter(likability and trustworthiness) than in modifyingcompetence(expertise‐related) beliefs, and (c) these attitude‐changing effects are greater when voters form their overall attitudes toward the targeted candidate more on the basis of character beliefs than competence ones. Implications of these results are discussed for public policy and for attitude theory.

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80003-4

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

There are at least four different ways in which the country of origin of a product could affect its evaluations: (a) as a product attribute whose implications combine with other attributes to influence evaluations, (b) as a signal to infer more specific product characteristics, (c) as a heuristic (to simplify the evaluation task), and (d) as a standard relative to which the product is compared. The manner in which country of origin is used in evaluations was expected to depend on subjects' familiarity with the product being judged, the amount of attribute information available, the importance of the evaluation, and the order in which country‐of‐origin and intrinsic attribute information was received. In fact, country of origin appeared to function in three of the four ways considered, but there was little evidence that it served as a heuristic in any condition. Results confirm the need to consider the use of country‐of‐origin information in several different capacities simultaneously rather than assuming that its effects result from a single underlying process.

ISSN:1057-7408    

DOI:10.1016/S1057-7408(08)80004-6

出版商:Wiley    

年代:2008

数据来源: WILEY