Effects of appeal type and involvement on product disconfirmation: a cognitive response approach through product trial

Article Abstract:

Research on consumer cognitive response has focused primarily on the issue of persuasiveness of advertising communications. Involvement states have been frequently proposed as mediators of cognitive responses. This article proposes extending cognitive responses and their interaction with involvement to the measurement of disconfirmation resulting from a product trial experience which is designed to be inconsistent with prior expectations derived from advertising exposure. Such expectations are manipulated by varying levels of exaggeration in one and two-sided advertisements. High and low involvement with the response task is also introduced, and hypotheses are presented as to the effects of involvement, exaggeration, and two-sided presentations on disconfirmation and cognitive responses. The findings suggest that exaggeration increases disconfirmation and counterargumentation, especially in high involvement conditions, and that two-sided refutational ads tend to moderate these effects. More broadly, the article suggests that examination of cognitive responses should be extended beyond evaluation of advertising stimuli and should be used to evaluate the post-trial experience. (Reprinted by permission of the publisher.)

Psychological aspects, Advertising, Consumer behavior

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The halo effect in store image measurement

Article Abstract:

This research investigates the use of alternative rating procedures, familiarity, attribute importance and respondent sex on the magnitude of the halo effect present in store image measurement. The results indicate that while there was little difference in the impact of the two measurements on the halo effect, both subjects' familiarity with the store and attribute importance had an impact on the degree of halo effect present. Further, respondent sex interacted with attribute importance such that females were less subject to halo effects than males when important attributes were involved. (Reprinted by permission of the publisher.)

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