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The malleability of consumer judgmen...

Cho, Hyejeung.

The malleability of consumer judgment and preference: Three essays.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The malleability of consumer judgment and preference: Three essays.
作者:	Cho, Hyejeung.
面頁冊數:	69 p.
附註:	Adviser: Norbert W. Schwarz.
附註:	Source: Dissertation Abstracts International, Volume: 67-07, Section: A, page: 2659.
Contained By:	Dissertation Abstracts International67-07A.
標題:	Business Administration, Marketing.
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3224846
ISBN:	9780542786426

The malleability of consumer judgment and preference: Three essays.
Cho, Hyejeung.

The malleability of consumer judgment and preference: Three essays. - 69 p.

Adviser: Norbert W. Schwarz.

Thesis (Ph.D.)--University of Michigan, 2006.

The second essay, 'Of great art and untalented artists: Diverging inferences from effort information,' investigates how multiple naive theories that relate effort, talent or skill to product quality can result in different product evaluations despite identical input information. Consistent with past research, high effort results in favorable evaluations when quality is judged first, consistent with the naive theory that "good work takes time." This influence is not observed when the producer's talent is judged first, thus drawing attention to the possibility that "untalented producers need longer." Hence, identical product information leads to different evaluations, depending on the naive theory brought to mind by the initial judgment task.

ISBN: 9780542786426Subjects--Topical Terms:

212494
Business Administration, Marketing.

The malleability of consumer judgment and preference: Three essays.
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520 # $a The second essay, 'Of great art and untalented artists: Diverging inferences from effort information,' investigates how multiple naive theories that relate effort, talent or skill to product quality can result in different product evaluations despite identical input information. Consistent with past research, high effort results in favorable evaluations when quality is judged first, consistent with the naive theory that "good work takes time." This influence is not observed when the producer's talent is judged first, thus drawing attention to the possibility that "untalented producers need longer." Hence, identical product information leads to different evaluations, depending on the naive theory brought to mind by the initial judgment task.
520 # $a The third essay, 'If I don't understand it, it must be new: Processing fluency and perceived product innovativeness,' addresses how meta-cognitive experiences, like fluency of processing, can influence consumers' perception of product innovativeness. What people conclude from their fluency experience should again depend on which naive theory they bring to bear on the fluency experience. This essay provides evidence that low processing fluency can give rise to judgments of high product innovativeness, consistent with the observation that low fluency is accompanied by feelings of low familiarity. The roles of need for cognition and judgment task order effect are also addressed. The three essays in this dissertation contribute to our understanding of the malleability of consumer judgments and preference in various consumer-related domains.
520 # $a This dissertation addresses the role of feelings and meta-cognitive experiences in consumer judgment and preference formation. The first essay, ' When good pictures make for good products: Consumer misattribution effects in virtual product presentation environments,' investigates a consumer misattribution process in virtual product presentation environments, where consumers evaluate products displayed on their own digital images. Three experiments show that consumers evaluate a product more positively, the more they like the image on which it is displayed, indicating that they misread their affective response to the background image as their response to the focal product.
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