search query: @author Kardes, F. R. / total: 4
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| Author: | Mantel, S. P. Kardes, F. R. |
| Title: | The role of direction of comparison, attribute-based processing, and attitude-based processing in consumer preference. |
| Journal: | Journal of Consumer Research
1999 : MAR, VOL. 25:4, p. 335-352 |
| Index terms: | Consumer research Consumer behaviour Brands Product information |
| Language: | eng |
| Abstract: | The research investigates a personality variable, need for cognition, that increases the likelihood of attribute-based versus attitude-based processing and therefore, also affects the magnitude of the direction-of-comparison effect. Mediational analyses involving attribute recall and a useful new measure of analytic versus intuitive processing support this dual-process model. |
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