Communication effects of advertising versus direct experience when both search and experience attributes are present

Article Abstract:

Previous research has predicted that direct product experience will be superior to advertising in communicating information about products. In experiment 1 of the present study, claims about search attributes were better recognized and beliefs about search attributes were more accessible and more confidently held after exposure to ads in comparison with direct experience of two inexpensive packaged products. Experiment 2 replicated the above effects on claim recognition, belief accessibility, and confidence for two consumer durables under low-involvement conditions. It also showed that search attributes were more frequently mentioned and were rated as more important after exposure to advertising than after direct experience; the opposite was true for experience attributes. These effects on frequency of mention and attribute importance were significantly weaker under high-involvement than under low-involvement conditions. (Reprinted by permission of the publisher.)

Influence, Advertising, Experience

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Inference effects without inference making? Effects of missing information on discounting and use of presented information

Article Abstract:

Subjects evaluated a focal set of single-attribute product descriptions along with descriptions of competing brands that systematically altered what attributes subjects perceived as missing from the product descriptions. This manipulation selectively increased thoughts about undescribed attributes and led to (a) reduced effects of described-attribute levels on product evaluations and (b) lowered evaluations of a target set of products. In the past, similar effects have been interpreted as evidence that subjects incorporated inferred missing-attribute values in their evaluations. However, the results of the present study suggest that neither effect was mediated by inference making. Process tracing data showed that noting an attribute as missing was usually not followed by inferences about its value. (Reprinted by permission of the publisher.)

Information theory, Human information processing, Inference

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A Bayesian analysis of the information value of manipulation and confounding checks in theory tests

Article Abstract:

Past discussions of manipulation checks and related measures have produced disagreement about their role in tests of theoretical explanations of consumer behavior. We use a Bayesian analysis to examine what such measures contribute to researchers' beliefs about competing theories and suggest when and why manipulation and confounding checks add to the ability to differentiate among alternative theoretical explanations of empirical results. We first focus on the case in which a statistically significant between-group difference on the dependent variable is augmented by information from a single indicator of the intended manipulation and a single indicator of a possible confound. We then examine the implications of multiple indicators and the use of Bayesian analysis of continuous effect sizes. (Reprinted by permission of the publisher.)

Bayesian statistical decision theory, Bayesian analysis

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