Low-involvement learning: memory without evaluation

Article Abstract:

In three learning experiments we examined how subjects' level of involvement during initial exposure to consumer trivia influences what they learn and what they subsequently come to belive. Subjects rated consumer trivia statements as more true when they had been exposed to those statements earlier in the experiment. Simple repetition increased subsequent truth ratings. Moreover, when subjects processed the information during initial exposure in a less involving fashion, the effect of repetition on truth became more pronounced. Familiarity emerged as a key mediator fo the truth effect. When subjects experienced an "it rings a bell" reaction, they judged the information to be more true. Finally, under low-involvement processing, the truth effect increased when subjects engaged in a processing task (rote rehearsal) that increased familiarity without increasing evaluative processing of the information. (Reprinted by permission of the publisher.)

Learning, Memory, Consumers, Persuasion (Psychology)

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Consumption vocabulary and preference formation

Article Abstract:

Consumers' understanding of their own preference can be aided by a "consumption vocabulary" - a taxonomy or framework that facilitates identifying the relation between a product's features and one's evaluation of the product. In the absence of such a vocabulary, consumers' understanding of their own preferences will require more extensive experience and may never fully develop. The effect of such a vocabulary is tested in two experiments in which subjects provided with a vocabulary (1) exhibit better-defined and more consistent preferences than control subjects, (2) show improved cue discovery, and (3) show learning (i.e., increases in consistency over time). All results hold regardless of the functional form of the model used to assess subjects' preference formation. (Reprinted by permission of the publisher.)

Consumption (Economics), Consumer preferences, Consumer behavior, Vocabulary

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Repetition-induced belief in the elderly: rehabilitating age-related memory deficits

Article Abstract:

The response to marketing variables in young and elderly people is impacted by the type of recognition techniques they are susceptible to. The elderly were shown to be more responsive to the truth-inflating effect of repetition than younger people. Imagery encoding, more so than perceptual encoding, also improved recognition and source memory for the elderly.

Care and treatment, Methods, Marketing, Memory in old age, Old age memory, Aged consumers, Elderly consumers

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