Knowledge that Transforms

Charitable contribution requests including legitimization of paltry contributions or a large anchorpoint are examined. Results show that a large anchorpoint increases average contributions, legitimization of paltry contributions enhances compliance rates, and the combined use of a large anchorpoint and legitimization of paltry contributions does not significantly alter compliance or contribution sizes.

Journal Article Who Do We Know: Predicting the Interests and Opinions of the American Consumer Get access Stephen J. Hoch Stephen J. Hoch Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 15, Issue 3, December 1988, Pages 315–324, https://doi.org/10.1086/209169 Published: 01 December 1988 Article history Received: 01 October 1987 Revision received: 01 June 1988 Published: 01 December 1988

This article describes the results of two studies investigating the effects of tensile price claims (e.g., “save up to 50%”) on consumers' perceptions of offer value, information value, and price reduction. The findings suggest that the use of tensile claims in conjunction with large advertised price reductions may result in decreased perceived offer value and substantial discounting of expected price reductions by the consumer.

Journal Article Measurement Error and Theory Testing in Consumer Research: An Illustration of the Importance of Construct Validation Get access Joseph A. Cote, Joseph A. Cote Search for other works by this author on: Oxford Academic PubMed Google Scholar M. Ronald Buckley M. Ronald Buckley Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 14, Issue 4, March 1988, Pages 579–582, https://doi.org/10.1086/209137 Published: 01 March 1988 Article history Received: 01 April 1987 Revision received: 01 August 1987 Published: 01 March 1988

Morris B. Holbrook, John O'Shaughnessy; On the Scientific Status of Consumer Research and the Need for an Interpretive Approach to Studying Consumption Beh

Conditions under which attitudes toward the ad may not completely mediate the effect of feeling responses on persuasive communications are examined. The results suggest that for at least some types of ad executions, particularly those at relatively low exposure levels, ad attitudes did not mediate all of the effect of feeling response.

This article examines how consumers' attitudes toward advertisements are affected by their previous exposure to them. The results of our experiment suggest that the effects of exposure on ad attitudes may be moderated by the complexity of the advertisement: evaluations of complex ads become more positive with exposure, while those of simple ads do not. This finding may help explain why previous studies of ad exposure effects have yielded mixed results.

An experiment, which examines the relationship between cognition and attitude toward a product as a function of time and the presence of information about a competing product, is described. A scheme, which partitions cognitive responses into categories on the basis of their relative abstractness and, therefore, memorability, is proposed. Results show that the proposed scheme accounts for a significant amount of attitude variance and outperforms the traditional cognitive response scheme, especially after a delay. Results also show that, contrary to recent theory and research regarding the lack of correlation between attitude and recall, recall can be a predictor of attitude given the proper context and a theoretically justifiable recall measure.

The determinants of buyer-seller negotiations in four cultures are investigated in a laboratory simulation. One hundred thirty-eight American, 54 Chinese, 42 Japanese, and 38 Korean business people participated in a two-person, buyer-seller, intracultural negotiation simulation. In negotiations between Americans, the use of more problem-solving bargaining strategies positively influenced negotiation outcomes. In negotiations between Chinese, more competitive strategies led to better results. In Japanese and Korean negotiations, buyers achieved higher economic rewards than sellers. In all four cultures, bargainers were more satisfied with negotiation outcomes when partners were rated more attractive.

Journal Article The Ideology of Consumption: A Structural-Syntactical Analysis of “Dallas” and “Dynasty” Get access Elizabeth C. Hirschman Elizabeth C. Hirschman Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 15, Issue 3, December 1988, Pages 344–359, https://doi.org/10.1086/209171 Published: 01 December 1988 Article history Received: 01 September 1987 Revision received: 01 June 1988 Published: 01 December 1988