TITLE

Making Products Feel Special: When Metacognitive Difficulty Enhances Evaluation

AUTHOR(S)
Pocheptsova, Anastasiya; Labroo, Aparna A; Dhar, Ravi
PUB. DATE
December 2010
SOURCE
Journal of Marketing Research (JMR);Dec2010, Vol. 47 Issue 6, p1059
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
More than 200 studies suggest that metacognitive difficulty reduces the liking of an object. In contrast to those findings, the authors demonstrate that the effects of metacognitive experiences on evaluation are sensitive to the consumption domain. In the domain of everyday goods, metacognitive difficulty reduces the attractiveness of a product by making it appear unfamiliar. However, in the context of special-occasion products, for which consumers value exclusivity, metacognitive difficulty increases the attractiveness of a product by making it appear unique or uncommon. The authors reconcile their findings with prior research by positing that the effect of metacognitive experiences on evaluation depends on the naive theory people associate with product consumption. Four studies demonstrate the proposed effect and test for the role of lay theories in the interpretation of metacognitive experiences. The authors conclude with a discussion of theoretical and marketing implications.
ACCESSION #
55276624

 

Related Articles

  • Retail Strategy and the Classification of Consumer Goods. Bucklin, Louis P. // Journal of Marketing;Jan1963, Vol. 27 Issue 1, p50 

    What guides are available to aid the retailer in developing his marketing strategy? The author shows how the traditional concepts of shopping, convenience and specialty goods may be updated and integrated with the idea of patronage motives, and how they provide the retailer with a new means of...

  • "Gone, But Not Forgotten: The Role of Unacceptable Options in Decision Making". Wijnen, Katrien; Bettman, James R.; Huber, Joel // Advances in Consumer Research;2007, Vol. 34, p222 

    An extended abstract titled "Gone, But Not Forgotten: The Role of Unacceptable Options in Decision Making" is presented. The abstract is from a paper discussed at a special session from the "Advances in Consumer Research" conference titled "That's Not What I Wanted: Perspectives on Unwanted...

  • Licensing Effect in Consumer Choice. Khan, Uzma; Dhar, Ravi // Journal of Marketing Research (JMR);May2006, Vol. 43 Issue 2, p259 

    Most choices in the real world follow other choices or judgments. The authors show that a prior choice, which activates and boosts a positive self-concept, subsequently licenses the choice of a more self-indulgent option. The authors propose that licensing can operate by committing to a virtuous...

  • An Investigation of Situational Variation in Brand Choice Behavior and Attitude. Miller, Kenneth E.; Ginter, James L. // Journal of Marketing Research (JMR);Feb1979, Vol. 16 Issue 1, p111 

    Empirical evidence is presented which supports the explicit consideration of situational factors in the study of consumer behavior. Situational variation of brand choice behavior and attitude is identified. The use of situation-specific measures in an attribute-based attitude model is found to...

  • Why Do Some People Spend Money on the Product Features That They May Never Use? Jaebeom Suh; Yong-Soon Kang; Moonkyu Lee // Advances in Consumer Research;1998, Vol. 25 Issue 1, p538 

    Marketers often introduce products with new, additional features in an effort to differentiate them from other products in the market. Sometimes those features are well accepted and used by consumers; other times, they are purchased but not actually used at all. This paper addresses and deals...

  • Developing Negatives: Expectancy Assimilation and Contrast in Product Judgments. Klein, Jill Gabrielle // Advances in Consumer Research;1999, Vol. 26 Issue 1, p463 

    The effect of expectations on attribute weighting and product evaluations was examined. It was found that positive and negative expectations were assimilated into performance judgments and overall evaluations of a camera that subjects were asked to consider purchasing. A contrast effect also...

  • Discovering How Advertising Grows Sales and Builds Brands. Bruce, Norris I; Peters, Kay; Naik, Prasad A // Journal of Marketing Research (JMR);Dec2012, Vol. 49 Issue 6, p793 

    Advertising nudges consumers along the think-feel-do hierarchy of intermediate effects of advertising to induce sales. Because intermediate effects-cognition, affect, and experience-are unobservable constructs, brand managers use a battery of mind-set metrics to assess how advertising builds...

  • Using Free Papers for Customer Surveys. Klompmaker, Jay E.; Lindley, J. Daniel; Page, Robert L. // Journal of Marketing;Jul1977, Vol. 41 Issue 3, p80 

    The article discusses the use of free community newspapers in reference to marketing research. Community newspapers can satisfy the needs of both the consumer and retailer by using their papers to survey customers. Research has shown that the papers reach a wider portion of the population....

  • Relation of Brand Choice to Purchase Frequency. Shoemaker, Robert W.; Staelin, Richard; Kadane, Joseph B.; Shoaf, F. Robert // Journal of Marketing Research (JMR);Nov77, Vol. 14 Issue 4, p458 

    Several estimation procedures ore outlined for testing the common assumption that the distributions of purchase probabilities for a brand are independent of product class purchase frequency. Empirical data for 15 brands in three product classes were used for testing. The results indicate an...

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics