Choices From Sets Including Remembered Brands (1)

7/25/2019 Choices From Sets Including Remembered Brands (1)

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CHOICES FROM SETS INCLUDING REMEMBE

BRANDS: USE OF RECALLED ATTRIBUTES APRIOR OVERALL EVALUATIONS

JOHN G. LYNCH, JR., HOWARD MARMORSTEIN, MICHAWEIGOLD, 1988


2/13

INTRODUCTION

Consumer !o"e rese#r! !#s $ouse% #&mos' e(&us")e&* o+s'"mu&us-#se%+ !o"e '#ss, '#ss "n /!"! #&& #&'ern#'")es

e"'!er 0!*s"#&&* 0resen' or #re %esr"-e% e('ern#&&*, usu#&&*ommon se' o$ %"mens"ons.

Ho/e)er, "n m#n* !o"es "n '!e re#& /or&%, '!e onsumer mremem-er some or #&& o$ '!e #&'ern#'")es.

T!ese /ou&% -e # "mixed" choice '#s "n '!e sense '!#' '!e m"(es e('ern#&&* #)#"-&e #n% remem-ere% #&'ern#'")es.

For e(#m0&e, one !#s 'o %e"%e /!e'!er 'o se&e' one o$ '!e 0resen' s'"mu&us -r#n%s, or 'o re'urn 'o '!e 0re)"ous s'ore &oone o$ '!e remem-ere% -r#n%s.

T!e 0#0er $ouses on "n$orm#'"on#& "n0u's use% "n m#"n


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USE OF RECALLED ATTRIBUTES VERSUS PRIOR EVALUATIONS AS INPUTS TO

Consumer m"!' !oose -* 0roess"n s0e"2 rememberedattr-r#n%s $or /!"! no "n$orm#'"on "s e('ern#&&* #)#"-&e.

Or, "$ '!e -r#n%s !#)e -een e)#&u#'e% 0re)"ous&*, '!e onsumer m#-* om0#r"n !era""e!a"uati#s, /"'! no #''em0' 'o remem-er #''r"-u'e "n$orm#'"on u0on /!"! '!e e)#&u#'"ons /ere or""n#&&* -#

A om-"n#'"ons o$ '!ese '/o 0roesses #re #&so 0oss"-&e.

I$ onsumers !#00en 'o remem-er #''r"-u'es on /!"! '!e memor#n #%)#n'#e, '!e* /ou&% &"e&* !oose '!#' -r#n%.

Ho/e)er, "$ '!e re#&&e% #''r"-u'es #re ones on /!"! '!e memor* -"n$er"or 'o '!e seon%, onsumers m"!' se&e' '!e s'"mu&us -r#n%.

Consumer "n$orm#'"on 0roess"n 3L"!'ens'e"n #n% Sru&&, 19845 s'rsues's '!#' on"'")e re0resen'#'"ons o$ o)er#&& e)#&u#'"ons, one#re use% 'o m#e re'e% memor*-#se% 6u%men's "n%e0en%en'&*s0e"2 #''r"-u'e "n$orm#'"on u0on /!"! '!e* /ere or""n#&&* -#se


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DETERMINANTS OF INPUTS TO MEMOR$%BASED AND MI&ED C

7er* $e/ 0re)"ous /ors ons"%er memor*-#se% %e"s"ons"n /!"! 0r"or e)#&u#'"ons #n% re#&&e% s0e"2 #''r"-u'es m

use% #s "n0u's.

S'u%"es 0ro)"%e e)"%ene '!#' onsumers do not attempt to#''r"-u'e "n$orm#'"on /!en 0r"or e)#&u#'"ons #&re#%* e("s'3L"!'ens'e"n #n% Sru&&,19845

T!e #u'!ors #rue '!#' '!ere #re "m0or'#n' %"erenes "n '!'!#' %e'erm"ne '!e %"#nos'""'* o$ re#&&e% #''r"-u'es #n% 0e)#&u#'"ons "n memor*-#se% 6u%men', memor*-#se% !om"(e% !o"e.


5/13

THEORETICAL FRAME'OR( )FELDMAN AND L$N

T!e &"e&"!oo% '!#' #n* on"'"on #-ou' #n o-6e' /"&& -e#n "n0u' 'o #n* su-seuen' %e"s"on "n)o&)"n '!#' o-6e

re'e% o-6e' "s #sser'e% 'o -e # $un'"on o$: '!e #ess"-"&"'* o$ '!e "n0u' "n memor*

T!e use o$ "n$orm#'"on "n memor* 'o m#e memor*-#se% #n%!o"es )#r"es 0os"'")e&* /"'! '!e #ess"-"&"'* o$ '!"s "n$orm#'"

'!e #ess"-"&"'* o$ #&'ern#'")e "n0u's

G")en '/o 0o'en'"#& "n0u's "n memor*, A #n% ;, #n* $#'or '!#''!e #ess"-"&"'* o$ ; /"&& %ere#se '!e use o$ A.

'!e %"#nos'""'"es o$ '!e "n0u' #n% o$ #&'ern#'")e "n0u's

D"#nos'""'* "s %e2ne% /"'! res0e' 'o '!e res0on%en'


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E&PERIMENT +

Su-6e's /ere $#e% /"'! # m"(e% !o"e -e'/een #n e('e%esr"-e% -r#n% #n% # memor* -r#n% '!#' su-6e's !#%

enoun'ere% #n% e)#&u#'e% 0re)"ous&*. H: W!en #''r"-u'e "n$orm#'"on #-ou' '!e memor* -r#n%

re'r"e)e, onsumers /"&& use re#&&e% #''r"-u'es #s "n0u's '

H1e: =n%er '!e s#me on%"'"ons #s "n H*0o'!es"s , onsuno' use re#&&e% o)er#&& e)#&u#'"ons #s "n0u's 'o !o"e.

H>#: W!en #''r"-u'e "n$orm#'"on #-ou' '!e memor* -r#n%%"?u&' 'o re'r"e)e, onsumers /"&& no' use re#&&e% #''r"-u"n0u's 'o !o"e.

H>e: =n%er '!e s#me on%"'"ons #s "n H*0o'!es"s >#, ons/"&& use re#&&e% o)er#&& e)#&u#'"ons #s "n0u's 'o !o"e.


7/13


8/13

RESULTS

E(0er"men'@s "n'eres' "s "n '!e "n$orm#'"on re#&&e% #' T"me su-6e's "n Grou0 1 3&o/ "n'er$erene, !oose -e'/een S#n*o

S*&)#n"# #' T"me >;5 #n% Grou0 > 3!"! "n'er$erene, !oose S#n*o #n% S*&)#n"# #' T"me >;5.

Su-6e's /!o /ere "ns'ru'e% &o re#&& S#n*o; s!o/e% -e''er S#n*o e)#&u#'"on memor* #'!#n %"% on'ro& su-6e's 3Grou0s 4 #n% )ersus Grou0s #n

Su00or'"n H*0o'!es"s , su-6e's "n Grou0 1 3&o/ "n'er$eren-e'/een S#n*o #n% S*&)#n"# #' T"me >;5 !#% s"n"2#n'&* !"sores on S#n*o #''r"-u'e memor* '!#n %"% '!ose "n on'ro& ons"%er"n S#n*o #' T"me >; 3Grou0s #n% 85.


9/13

RESULTS CONTD//

In &"ne /"'! H*0o'!es"s 1e, T"me S#n*o e)#&u#'"on memor* $or /!o !#% m#%e # !o"e -e'/een S#n*o #n% S*&)#n"# un%er on%&o/ "n'er$erene /#s no' s"n"2#n'&* -e''er '!#n '!#' o$ su-6e'son'ro& rou0s 3Grou0 1 )ersus Grou0s #n% 85.

Su00or'"n H*0o'!es"s >#, su-6e's "n Grou0 > %"s0*e% s"n"2/orse T"me memor* $or S#n*o #&so !#% s"n"2#re#&& o$ '!e"r 0r"or e)#&u#'"ons o$ S#n*o '!#n %"% su-6e's "n Gro

Resu&'s "m0&* '!#' su-6e's m#"n !o"es un%er on%"'"ons o$ "n'er$erene use% ne"'!er re#&&e% "n$orm#'"on #-ou' S#n*o


10/13

RESULTS CONTD//

T!ese resu&'s su00or' '!e !*0o'!es"s '!#' '!e 0ro-#-"&"'on"'"on "s use% #s #n "n0u' 'o !o"e "s # 0os"'")e $un'

#ess"-"&"'* "n memor*. ;u', "' "s un&e#r /!e'!er '!"s e)"%ene ree's # o$

re'r"e)e '!e "n$orm#'"on, or "$ su-6e's re'r"e)e% '!e "n$or-u' %"sm"sse% "' /"'!ou' $ur'!er e-or#'"on "$ '!e* eon2%ene "n '!e"r #ur#* o$ re#&&.


11/13

E&PERIMENT 0

To more on&us")e&* e)#&u#'e '!e ro&e o$ %"#nos'""'* "n %e/!e'!er 0r"or e)#&u#'"ons #re use% #s # -#s"s $or !o"e.

=n%er on%"'"ons o$ oo% #''r"-u'e memor*, su-6e's /ere $# 0ure memor*-#se% !o"e -e'/een '/o -r#n%s '!e* !#% enoun'ere% #n% e)#&u#'e% #s 0#n o$ # rer se' o$ -r#n%s.

E#! -r#n% "n '!e rer se' /#s r#'e% on '/o summ#r* e)#%"mens"ons: +u#&"'* /"'!ou' ons"%er"n 0r"e+ #n% +)#&ue $omone*.

T!e 0rem"se "s /!en '!ere #re no ne/ -r#n%s 'o ons"%er, ro)er#&& e)#&u#'"ons #n -e # !"!&* %"#nos'" -#s"s $or !o"-e'/een '/o 0re)"ous&* enoun'ere% -r#n%s.Ho/e)er, '!"s /ou&% on&* -e 'rue "$ '!e '/o summ#r* e)#&u#1#siste#t.


12/13

E&PERIMENT 0 CONTD//

H: Su-6e's use re#&&e% o)er#&& e!a"uati#s#s "n0u's!o"e /!en '!ose o)er#&& e)#&u#'"ons #re ons"s'en', -u

/!en '!e* #re "nons"s'en'. HB: Su-6e's use re#&&e% attributes#s "n0u's 'o !o"e

o)er#&& e)#&u#'"ons #re "nons"s'en', -u' no' /!en '!e* #ons"s'en'.

Su-6e's /ere e(0ose% 'o ne/s0#0er #%s $or four-r#n%s

o$ three0ro%u' #'eor"es: m"ro/#)e o)ens, o&or 'e&e#n% AMFM r#%"o#sse''e '#0e 0*ers.

Ase% 'o r#'e #&& 1> -r#n%s "n 'erms o$ +u#&"'* /"'!ou'ons"%er"n 0r"e

T!en #se% 'o r#'e "n 'erms o$ +)#&ue 0ro)"%e% $or '!e m


13/13

E&PERIMENT 0 CONTD//

T"me >:

315 # !o"e '#s "n)o&)"n '/o -r#n%s $rom one o$ '!e '!ree 0ro%u' #3>5 # re#&& '#s "n)o&)"n '/o -r#n%s $rom # seon% 0ro%u' #'eor* 35 no '#s $or '!e rem#"n"n 0ro%u' #'eor*.

T"me :

F"rs', su-6e's /ere #se% 'o re#&& $ree&* #&& '!e* ou&% remem-er $roo$ '!ese s"( #%s.

Seon%, su-6e's /ere 0resen'e% /"'! '!e one 'o 1 s#&es $or +u#&"'ons"%er"n 0r"e+ #n% +)#&ue $or '!e mone*+ #n% /ere #se% 'o re#&I r#'"ns o$ '!e s"( -r#n%s.

T!"r%, $or e#! 0ro%u' #'eor*, su-6e's /ere 0resen'e% /"'! # &"s' o0!r#ses, s"( $rom e#! o$ '!e '/o $o#& #%s "n '!e 0ro%u' #'eor*. S#se% 'o reon"Ke /!e'!er e#! 0!r#se 0er'#"ne% 'o S#n*o )ersus SS!#r0 )ersus Ho'0o"n', #n% Emerson )ersus Re#&"s'".

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Choices From Sets Including Remembered Brands (1)