haku: @author Sengupta, J. / yhteensä: 4
viite: 3 / 4
Tekijä: | Sengupta, J. Goodstein, R. Boninger, D. |
Otsikko: | All cues are not created equal: obtaining attitude persistance under low-involvement conditions |
Lehti: | Journal of Consumer Research
1997 : MAR, VOL. 23:4, p. 351-361 |
Asiasana: | ECONOMICS MARKETING CONSUMER RESEARCH |
Kieli: | eng |
Tiivistelmä: | 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. |
SCIMA