All cues are not created equal: obtaining attitude persistence under low-involvement conditions

Article Abstract:

Attitude persistence research in consumer behavior has been predominantly associated with high- rather than low-involvement processing. Advertising, however, is most often processed as a low-involvement communication. We predict that different low-involvement cues lead to different degrees of attitude persistence. Consistent with this prediction, we find that under low-involvement conditions, when both related and unrelated peripheral cues evoke similar initial attitudes, only when the cue is related to the product category do attitudes persist over time. The results of two studies attest to the robustness of the phenomenon and add to current models of attitude persistence by showing that peripherally processed advertising cues (e.g., brand names and celebrity endorsers) may lead to persistence if they are related to the product being endorsed. (Reprinted by permission of the publisher.)

Consumer Behavior, Beliefs, opinions and attitudes, Consumers, Human information processing, Attitudes

---

Money talks: perceived advertising expense and expected product quality

Article Abstract:

Does the perceived expense of a new product's advertising campaign influence expectations about the product's quality? This article conceptualizes the process by which perceived advertising expense acts as a cue to quality. Results from six experiments indicate that under some conditions, knowledge of cost-related campaign elements can evoke advertising expense inferences that influence quality predictions, and these inferences may be spontaneous. (Reprinted by permission of the publisher.)

Psychological aspects, Product quality

---

Similar abstracts:

• Abstracts: Picture-based persuasion processes and the moderating role of involvement. Buyer uncertainty and information search
• Abstracts: When two plus two is not equal to four: errors in processing multiple percentage changes. Perspectives on parsimony: how long is the coast of England? A reply to Park and Macinnis; Schwarz; Petty; and Lynch
• Abstracts: Are all out-groups created equal? Consumer identity and dissociative influence
• Abstracts: 1992 report card on the states: sexual rights in America. Facing facts: sexual health for America's adolescents
• Abstracts: Effects of realistic job previews: a comparison using an enhancement and a reduction preview. Organization of information used for performance appraisals: role of diary-keeping

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