Knowledge that Transforms

This article presents a way to model individual preferences and purchase intentions under the assumption that the pattern of relative similarity or substitutability among brands can be represented factorially. Factorial preference structure represent a compromise between the Luce model, which assumes that none of the alternatives share any common features, and EBA, which assumes that each possible subset of a choice set has a unique set of common features. Factorial preference structures are compared to several hierarchical structures and to one that assumes that preferences are simply scalable.

Punam Anand, Morris B. Holbrook; Reinterpretation of Mere Exposure or Exposure of Mere Reinterpretation?, Journal of Consumer Research, Volume 17, Issue 2,

Confirmatory multidimensional scaling (CMOS) is presented as a spatial technique for structural modeling based on ordinal assumptions, and as an alternative to metric techniques such as LISREL. The article links both techniques to the multitrait-multimethod matrix and presents a system for deriving measures of symmetric construct relationships, measurement error, and goodness of fit. Examples show that CMDS and LISREL often give comparable results, but that LISREL is sensitive to the magnitude of correlations whereas CMDS is sensitive only to their order. The trade-offs involved in assumptions, results, and interpretations with these methods are highlighted in the conclusion.

Journal Article The Logic of Mere Exposure: A Reinterpretation of Anand, Holbrook, and Stephens (1988) Get access Timothy B. Heath Timothy B. Heath Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 17, Issue 2, September 1990, Pages 237–241, https://doi.org/10.1086/208553 Published: 01 September 1990

Two types of discounting appeals were tested for effectiveness: an ignore appeal asks consumers to disregard a previously communicated claim because it may not be valid; a refute appeal specifically states that the challenged claim is incorrect. Results from two experiments indicate that the impact of the two appeals on consumer decision making depends on the elaboration the message underwent during encoding. Impact is also mediated by the extent to which a discounting cue provides counterinformation about a product and signals are interpretations of nonchallenged claims. Refute appeals are more effective due to their specificity and strength.

The impact of women's changing work roles on household expenditures by married couples is analyzed for 1972–1973 and 1984 utilizing data from the Consumer Expenditure Survey (CEX). One-earner households with a non-working wife (NWW) are compared at the same level of after-tax income to dual-earner households in which the wife works part time (PWW) and to those with wives working full time (FWW). The analysis indicates that expenditure shares are fairly consistent among types of households over time in terms of wife's work status and income levels and that income is the most important determinant of expenditures.

The bargaining purchase process is viewed as a multiattribute, multialternative choice in which the attribute values are subject to change. Bargaining is studied empirically by directly comparing information search strategies for purchase tasks that do and do not include a bargaining component. Knowledge of attribute value ranges is manipulated to examine its effects on bargaining and non-bargaining purchase tasks. The results provide evidence that buyers reduce information search when they have the option of bargaining. Furthermore, knowledge of attribute value ranges appears to increase the degree to which buyers replace information search with bargaining.

When studying objects with environmentally correlated attributes, the use of orthogonal arrays in conjoint analysis can produce some highly unrealistic stimuli that might threaten a study's ecological validity. The effect of such departures from realism induced by environmental correlations is examined. A series of three experiments compares a stimulus set that has non-zero, but lower than environmental, correlations to one using an orthogonal array in terms of both perceived realism and predictive power. The results indicate that environmentally correlated attributes may pose fewer problems in practice than in theory.

This article examines the bases children of different ages use to categorize products. Data from children ages 4 to 10 indicate that the use of perceptual attributes as a basis for categorizing products decreases with age, whereas the use of underlying attributes to categorize products increases with age. These findings provide a conceptual replication of earlier findings from developmental psychology. Moreover, the findings suggest that younger children's failure to consider underlying attributes can be traced to common types of processing deficits. Theoretical implications arising from these observations and directions for future research are discussed.

Subjects watched television while EEG was being recorded and later completed a series of recognition tests based on component parts of the commercials they had seen. Memory correlated significantly with changes in the electrical patterns that occurred during viewing. The probability of correct recognition was enhanced when alpha blocking continued for a longer period of time and when hemispheric laterality shifted to the right during the onset of a commercial component and then to the left during the following seconds.