Some effects of schematic processing on consumer expectations and disconfirmation judgments

Article Abstract:

Recent research has shown that processing based on the product-category schemas of consumers can influence the manner in which consumers evaluate products. This article presents a series of studies that explore how processing based on such schemas interacts with consumer expectations prior to the trial of a new product and influences disconfirmation judgments and product evaluations following the trial. An initial study finds that, when attributes included in the description of a new product are very discrepant from a prior category schema, consumers may switch schemas in forming pretrial expectations. A second study finds that more negative product evaluations following the trial may result when consumers' experience with a product during the trial is very different from schema expectations, compared with the situation in which the product matches schema expectations. A third study demonstrates that disconfirmation judgments and posttrial evaluations may occur through processing at the product-category schema level, rather than through processing at the product attribute level. (Reprinted by permission of the publisher.)

Evaluation, Products, Consumer confidence, Judgment, Judgment (Psychology), Expectation (Psychology), Expectations

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Situational ethnicity and consumer behavior

Article Abstract:

The role of situational ethnicity in consumption behavior is examined, and the relationship between ethnicity and consumption is argued to be affected by the situational contexts in which choices are made. Situational effects are proposed to operate through changes in the level of felt ethnicity and in the relationship between felt ethnicity and behavior. An empirical study demonstrates these effects by showing the impact of two situational dimensions - social surroundings and antecedent conditions - on ethnic food choices. (Reprinted by permission of the publisher.)

Psychological aspects, Consumer behavior, Ethnic food, Ethnic foods, Ethnicity

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The intensity of ethnic affiliation: a study of the sociology of Hispanic consumption

Article Abstract:

While there is a tendency to assume homogeneity for all Hispanic consumers, the results of this examination of a Mexican-American segment of Hispanic consumers, utilizing socio-anthro literature, indicates the significance of employing strength of ethnic identification as a useful appraisal of ethnicity. Hispanics are non-homogeneous in both attitudes and consumer purchases. In a survey of Anglo and Hispanic Americans, the ethnic differences found among Hispanic groups can have implications for future consumer theory and research.

Consumers, Hispanic Americans, Hispanic American consumers

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