1,789 research outputs found

    The Effect of Expertise on the Relation between Implicit and Explicit Attitude Measures:An formation Availability/Accessibility Perspective

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    In this paper, three experiments investigate the role of expertise as a moderator of the relationship between implicit and explicit measures of attitudesobject knowledge and expertise; attitude measurement; implicit measures of attitudes; Implicit Association Test

    Detecting attitude change with the implicit association test

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    The Implicit Association Test and its variants have become pervasive measures of attitudes in a variety of domains and contexts. In two experiments, the authors provide evidence that a recent variant, the Personalized IAT developed by Olson and Fazio (2004) may more accurately detect changes in personal attitudes than the conventional Traditional IAT devised by Greenwald, McGhee, and Schwartz (1998).attitudes; attitude change; implicit attitude measures; IAT

    Consumer rapport to luxury : Analyzing complex and ambivalent attitudes

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    The very nature of luxury goods, the variety of consumption situations and the everlasting philosophical debate over luxury lead to particularly complex and ambivalent consumer attitudes, as evidenced by a first study based on the content analysis of in-depth interviews. A second study, based on surveys in twenty countries using finite mixture modeling, identifies three types of consumer rapport to luxury.luxury; ambiguity; attitude measurement; consumer behavior

    How do consumers overcome ambivalence toward hedonic purchases ? a typology of consumer strategies

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    Purchase decisions for hedonic products and services are often characterized by ambivalence -sensory benefits make them attractive, but consumers may feel guilty about bying them. To overcome this ambivalence, consumers frequently adopt strategies that allow them to enloy hedonic benefits while limiting their negative feelings. Combining an extensive literature review with an interpretive study, the authors identify 23 consumer strategies and propose a typology in four groups on the basis of strategy antecedents: two groups of objective strategies (obtaining consumption benefits without purchasing, objectively contining purchasing costs) and two groups of subjective strategies (manipulating the mental accounting of costs and benefits, relinquishing responsability).consumer behavior; hedonic purchase; consumer strategies

    Whence brand evaluations ? Investigating the relevance of personal and extrapersonal associations in brand attitudes

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    A recent conceptualization of the structure of attitudes proposes that people may hold associations that contribute to their personal attitudes about an object (personal associations) but also highly salient associations that do not contribute to their attitudes toward the object (extrapersonal associations; Olson and Fazio 2004). We conducted three studies with brands in the automobile industry to investigate the applicability of this new association typology to consumer attitude domains. Study 1 suggests the presence of extrapersonal associations for all brands investigated, by showing that some highly salient brand associations indeed contribute to brand attitudes but other similarly salient associations do not. Experimental data in Study 2 indicate that an individual difference, consumer expertise with the category, impacts the accessibility of personal associations in a brand evaluation context. Study 3 further strengthens the validity of the new typology by showing that it can meaningfully explain the different types of associations made accessible by persuasive messages. Taken together, our three studies provide strong support for Olson and Fazio’s (2004) framework and highlight its value for a better understanding of the nature of the brand associations that shape consumer brand attitudes. 2personal association; extrapersonal associations; attitudes; brand

    Consumer reactions to self-expressive brand display

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    Brand names and other brand elements are often displayed on one’s body or clothes for the purpose of personal value expression. Despite the frequency of such brand displays in the marketplace, we know little about how consumers respond to seeing brands in this fashion. A recent view of consumer brand identification—the concept of brand engagement in self-concept (BESC)—provides a unique perspective from which to explore how consumers react when see-ing brands displayed by others. Across three experiments, we demonstrate a consistent pattern of findings indicating that consumers’ reactions to others ostentatiously displaying brands as means of value expression are strongest for those with high BESC levels and with a high value focus during brand exposure. The research highlights important variations in consumers’ responses to self-expressive brand stimuli associated with others; implications for branding practice and re-search are provided.Brand engagement; self-concept; advertising; brand management
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