Context effects at encoding and judgment in consumption settings: the role of cognitive resources

Article Abstract:

When consumers learn about a new product, cues in the surrounding context have been found to bias their response to the product in two ways. In some instances, judgments of the product are assimilated toward the affect or descriptive implications associated with the context, whereas in other circumstances, responses are contrasted with or adjusted away from the context. We examine how cognitive resources influence whether assimilation or contrast occurs and when such context effects are reflected in subsequent judgments. Building on a model developed by Martin and his colleagues, we propose that assimilation will occur spontaneously during encoding. Contrast will occur only when this contextual influence is viewed as inappropriate and efforts to partial out the context result in overreaction. These encoding effects of context should be evident in later judgments when the nature of either the judgment task or consumers' predisposition toward effortful thought encourage retrieval of the context-encoded information. The results of two experiments support our predictions and lead to a modified version of Martin's model. In this model, the cognitive resources available at encoding determine the type of context effect and the cognitive resources at judgement determine whether the encoding effect of context will be reflected in product evaluations. (Reprinted by permission of the publisher.)

Cognition, Judgment, Judgment (Psychology), Context effects (Psychology)

---

Priming effects on product judgments: a hemispheric interpretation

Article Abstract:

Research suggests that priming different hemisphere processing styles with particular types of tasks or stimuli can affect product judgment. Visual spatial or pictorial information seems to activate the undifferentiated, holistic processing style associated with the right hemisphere, while linguistic or verbal information seems to activate the detail sensitive, differentiated processing style associated with the left hemisphere. This proposition and the extent to which it holds for males and females are investigated. Implications of how the findings relate to program context effects and consumer behavior are discussed. (Reprinted by permission of the publisher.)

Cerebral hemispheres

---

Schema congruity as a basis for product evaluation

Article Abstract:

Mandler theorized that the level of congruity between a product and a more general product category schema may influence the nature of information processing and thus product evaluations. Products that are moderately incongruent with their associated category schemas are expected to stimulate processing that leads to a more favorable evaluation relative to products that are either congruent or extremely incongruent. Data from three experiments conducted in new product contexts are consistent with Mandler's hypothesis and serve as a basis for theorizing about the process. (Reprinted by permission of the publisher.)

New products, Product introduction

Similar abstracts:

• Abstracts: Relation of job stressors to affective, health, and performance outcomes: a comparison of multiple data sources
• Abstracts: The sacred and the profane in consumer behavior: theodicy on the odyssey. Heaven on Earth: consumption at Heritage Village, USA

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.