search query: @author Tybout, A. M. / total: 8
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| Author: | Meyers-Levy, J. Tybout, A. M. |
| Title: | Context Effects at Encoding and Judgment in Consumption Settings: The Role of Cognitive Resources |
| Journal: | Journal of Consumer Research
1997 : JUN, VOL. 24:1, p. 1-14 |
| Index terms: | CONSUMPTION CONSUMER RESEARCH COGNITIVE PROCESSES |
| Language: | eng |
| Abstract: | When consumers learn about a new product , cues in the surrounding context have been found to bias their response to the product in two ways. In some instances, judgments of the product are assimilated toward the affect or descriptive implications associated with the context , whereas in other circumstances, responses are contrasted with or adjusted away from the context. We examine how cognitive resources influence whether assimilation or contrast occurs and when such context effects are reflected in subsequent judgments. |
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