Article Abstract:
Two studies investigated the extent to which heavy television viewing affects consumers' perceptions of social reality and the cognitive processes that underlie these effects. Both studies found evidence that heavy viewers' beliefs about social reality are more consistent with the content of television programming than are those of light viewers. The use of a priming methodology provided support for the notion that television is a causal factor in the formation of these beliefs and that a failure to discount television-based exemplars in forming these beliefs accounts for its influence. Implications of these results for a heuristic processing model of television effects are discussed. (Reprinted by permission of the publisher.)
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Article Abstract:
Concepts related to country of origin can affect interpretation of information about specific product attributes. However, these effects are likely to be pronounced only when country of origin is conveyed some time before attribute descriptions, allowing a separate concept of the product to be formed on the basis of it. When country of origin and intrinsic attribute information were presented in the same experimental session, subjects perceived country of origin as simply another product attribute. When presented the day before, however, country of origin not only had a greater influence on product evaluations but affected the interpretation of attribute descriptions. (Reprinted by permission of the publisher.)
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Article Abstract:
Four hypotheses were raised concerning the cognitive processes underlying the effects of country-of-origin and specific attribute information on product evaluation. The country of origin not only had a direct influence on product evaluations, but also appeared to stimulate subjects to think more extensively about other product attribute information, augmenting the latter's effect. Hypotheses concerning the influence of country of origin on the interpretation of other product information, the use of country of origin as a heuristic basis for judgements, and the influence of information presentation order were less able to account for the phenomena observed. (Reprinted by permission of the publisher.)
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