A varying-parameter averaging model of on-line brand evaluations
Article Abstract:
Consumer evaluations of new brands evolve over time as information is acquired. We conceptualize the extent to which evaluations are updated in terms of the weight given to new information during information integration. Based on information processing theory, we derive hypotheses regarding the weights given to new information under different processing ability conditions. We then develop a varying-parameter averaging model that captures the hypothesized moderating effects of processing ability (i.e., time pressure and knowledge) and also takes into account order effects. Scale values and weights for information items are derived by estimating the model using continuous evaluations obtained in a process-tracing experiment that allows subjects to access information that they desire in any order. Results from model estimation support the hypothesis that compared with prior evaluations new information plays a larger role in evaluations of high (vs. Low) ability subjects. Estimating order effects on weights when order is endogeneous, we find a recency effect such that information seen later is given a greater weight than information seen earlier. However, this recency effect is reduced as category knowledge increases. We discuss the theoretical and methodological contributions of this research. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1997
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Recall and consumer consideration sets: influencing choice without altering brand evaluations
Article Abstract:
This article focuses on memory-based choice situations where changes in a brand's accessibility may affect the probability that it is retrieved and considered for choice. In such instances, factors other than evaluation may affect which brands are brought to mind at purchase. Two experiments are described that manipulate the determinants of brand accessibility and measure consequent effects on retrieval, consideration, choice, and evaluation. Results provide evidence for the influence of memory during the brand-choice process. For a brand to be selected in memory-based choice, the consumer must recall that brand and fail to recall other brands that might otherwise be preferred. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1990
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Choices from sets including remembered brands: use of recalled attributes and prior overall evaluations
Article Abstract:
Consumers faced choices in which some or all alternatives had to be recalled from memory. Experiments 1 and 2 investigated conditions that lead consumers to use recalled prior evaluations versus recalled brand attribute information as inputs to brand choices. Results suggest that consumers use a potential input to make a choice if it is accessible in memory and if they perceive it as more diagnostic than other accessible potential inputs. The theoretical framework used to interpret these results has the potential to integrate past work on affect referral, the link between memory and judgment, and the role of attitudes in choice. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1988
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