A comparison of attitudes and emotions as predictors of behavior at diverse levels of behavioral experience

Article Abstract:

This study examines individuals' reports about emotive experience vis-a-vis their attitudinal judgments as predictors of subsequent behavior. Hypotheses are developed around the general premise that emotional reports tap information with motivational implications that need not be integrated into attitude judgments and thus should supplement attitude in prediction. The hypotheses are tested with a unique data base that allows categorization of subjects on the basis of diverse levels of prior experience and features naturally occurring behavior over a 12-month period as the criterion variable. The data support the premise that emotional variables can serve as incremental predictors in instances in which situational pressures may inhibit formation of meaningful attitudes. Also, the data suggest that emotional reports may furnish some unique information about what perpetuates a behavior. Implications for further integration of emotional experience into consumer research are discussed. (Reprinted by permission of the publisher.)

Consumer behavior

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Sampling data for covariation assessment: the effect of prior beliefs on search patterns

Article Abstract:

Prior beliefs by consumers affect their search strategies. When participants in a consumer research experiment were asked to sample four sets of products in order to determine whether the products evidenced a relationship between price and quality, consumers who had prior belief systems that equated quality with higher prices elected to sample only the higher-priced goods. The effect of prior belief systems was demonstrated across brand and product types. It was also noted that consumer search costs affected the amount of research the consumers performed.

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A closer look at classical conditioning

Article Abstract:

A more specific affective-conditioning hypothesis is shown to be important to consumer researchers using classical conditioning as the basic framework through which to interpret the effects of advertising. To date little unequivocal evidence exists to uphold the viability of classical conditioning in this context. New data from the extension of a 1982 investigation of affective conditioning provide little support for the affective-conditioning hypothesis, which suggests an alternative theoretical explanation should be developed.

Conditioned response, Conditioned responses, Operant conditioning

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