search query: @author Sengupta, J. / total: 4
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| Author: | Sengupta, J. Goodstein, R. Boninger, D. |
| Title: | All cues are not created equal: obtaining attitude persistance under low-involvement conditions |
| Journal: | Journal of Consumer Research
1997 : MAR, VOL. 23:4, p. 351-361 |
| Index terms: | ECONOMICS MARKETING CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | Attitude persistence research in consumer behavior has been predominantly associated with high- rather than low- involvement processing. Advertising, however, is most often processed as a low-involvement communication. The authors predict that different low-involvement cues lead to different degrees of attitude persistence. Consistent with this prediction, the authors find that under low-involvement conditions, when both related and unrelated peripheral cues evoke similar initial attitudes, only when the cue is related to the product category do attitudes persist over time. |
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