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| Tekijä: | Wänke, M. Bohner, G. Jurkowitsch, A. |
| Otsikko: | There Are Many Reasons to Drive a BMW: Does Imagined Ease of Arguments Generation Influence Attitudes? |
| Lehti: | Journal of Consumer Research
1997 : SEP, Vol. 24:2, p. 170-177 |
| Asiasana: | CAR INDUSTRY BRAND CHOICE CONSUMER ATTITUDES CONSUMER CHOICE |
| Kieli: | eng |
| Tiivistelmä: | The effects of imagined versus actual ease of self-generating product-related information were investigated. An ad invited recipients to name either one reason or 10 reasons for (against) choosing BMW over a Mercedes. Participants who complied with the task experienced the retrieval of one reason as easier than the retrieval of 10 reasons. Participants who did not comply nevertheless imagined the former as easier than the latter. Independent of whether ease was actually experienced or merely imagined, participants evaluated BMW more (less) favorably and Mercedes less (more) favorably when the retrieval was easy rather than difficult. |
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