search query: @indexterm DEVALUATION / total: 80
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| Author: | Brendl , C. M. Markman, A. B. Messner, C. |
| Title: | The Devaluation Effect: Activating a Need Devalues Unrelated Objects |
| Journal: | Journal of Consumer Research
2003 : MAR, VOL. 29:4, p. 463-473 |
| Index terms: | EVALUATION DEVALUATION CONSUMERS |
| Language: | eng |
| Abstract: | It is commonly assumed that an object capable of satisfying a need will be perceived as subjectively more valuable as the need for it intensifies. For example, the more active the need to eat, the more valuable food will become. This outcome could be called a valuation effect. In this article, the authors suggest a second basic influence of needs on evaluations: that activating a focal need makes objects unrelated to that need less valuable, an outcome the authors refer to as the devaluation effect. Two existing studies support the existence of a devaluation effect using manipulations of the need to eat and to smoke and measuring attractiveness of consumer products and willingness to purchase raffle tickets. Furthermore, the evidence suggests that consumers are not aware of the devaluation effect and its influence on their preferences. |
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