Article Abstract:
It is suggested that category-based evaluative responses add to the piecemeal-based evaluation processes studied more frequently in consumer research, with it found that the alternative models of processing depend on the match-mismatch of information to category expectations. Category-based processing was found to have faster impression formation times, more verbalizations related to the product category and fewer to the attributes to the product, and fewer references to sub-types compared to piecemeal, or mismatch, processing. The effects were found to be exaggerated by expertise.
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Article Abstract:
Decisions facing consumer researchers as they implement a perceptual product space analysis using multi-attribute rating data are considered. The six major categories into which decisions affecting the structure of the derived perceptual product space solution are grouped are: data input; mode; preprocessing transformation; choice-preference modeling; technique; and solution. The primary difficulties associated with each decision area are discussed, and recommendations are made for each when possible.
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Article Abstract:
The research examines relationships between recalled information and subsequent attitudes toward selected and rejected alternatives under various experimental conditions. It is shown that memory for product information and the effects of amount recalled on following reported attitudes differed as a function of the processing objective and selected and rejected alternatives. The results of the research are examined in terms of recent theoretical models that describe the effects of memory on judgments.
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