Product-level choice: a top-down or bottom-up process?

Article Abstract:

Examination of the process by which consumers form decision criteria and subsequently evaluate and choose product-level alternatives when purchase goals are well defined indicates that decision criteria are formulated in a goal-driven, top-down fashion rather than a product-driven, bottom-up fashion. Evaluation of alternatives follows a within-product strategy, as opposed to a within-attribute strategy, and is characterized by less reliance on price information than reported in previous research. Even without a specific goal for product decisions, the formation and utilization of decision criteria did not follow the bottom-up process. Alternative explanations are offered for these contrasts along with the implications for future research on product-level decisions. (Reprinted by permission of the publisher.)

Decision-making, Decision making

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The differential role of characteristics of music on high- and low-involvement consumers' processing of ads

Article Abstract:

A study focused on consumers' processing of advertisements that use music. Particular emphasis was placed on the music's attributes, such as its fit to the advertisement's message, and its relations to past emotional experiences, or indexicality. Twenty subjects rated four versions of a television commercial with different types of music in terms of the music's fit and indexicality. Results indicate that advertising executional cues, such as music, can influence the central-route, or message-based, and peripheral, or non-message-based, processing of both attentive and non-attentive consumers. The effect of this influence, however, may be determined by the cue's particular attributes and the consumer's level of involvement.

Analysis, Advertising research, Music in advertising, Advertising music

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The role of attitude accessibility in the attitude-to-behavior process

Article Abstract:

Attitudes toward a number of products and the accessibility of those attitudes as indicated by the latency of response to an attitudinal inquiry were assessed. Subjects with highly accessible attitudes toward a given product displayed greater attitude-behavior correspondence than did those with relatively less accessible attitudes. Furthermore, subjects with less accessible attitudes displayed more sensitivity to the salience afforded a product by its position in the front row, as opposed to the back row, then did subjects with more accessible attitudes. The implications of these data for a model of the process by which attitudes guide behavior are discussed. (Reprinted by permission of the publisher.)

Attitudes, Attitude (Psychology)

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