A model of consumer cognitive processes underlying memory-based brand evaluations
Park, Jong-Won
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Permalink
https://hdl.handle.net/2142/19251
Description
Title
A model of consumer cognitive processes underlying memory-based brand evaluations
Author(s)
Park, Jong-Won
Issue Date
1991
Doctoral Committee Chair(s)
Winter, Frederick W.
Department of Study
Business Administration
Discipline
Business Administration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Business Administration, Marketing
Psychology, Social
Language
eng
Abstract
An integrative model of cognitive processes underlying memory-based brand evaluations is developed using recent theories of consumer behavior, social cognition and communication. A key postulate of the model is that consumers' processing goals at the time of encoding and their involvement levels at the time both of encoding and retrieval determine brand evaluation processes.
Three laboratory experiments were conducted, and the results were generally consistent with the model's predictions. Experiment One dealt with the model's assumption that involvement at the time of encoding would influence on-line evaluation processes. Results indicate that brand evaluations formed by highly involved subjects at the time of encoding were determined by the quality of the message argument in a persuasive communication, whereas evaluations made by less involved subjects were primarily influenced by the credibility of the message endorser. Subjects in Experiment Two simply learned product information without engaging in on-line brand evaluations at the time of encoding, and later formed memory-based brand evaluations under either high or low involvement conditions. It was found that highly involved subjects retrieved more pieces of the original information from their memory during memory-based evaluations than did less involved subjects. Finally, subjects in Experiment Three engaged in on-line brand evaluations at the time of encoding, and later formed memory-based evaluations. Involvement levels at the time of both encoding and retrieval were experimentally manipulated. Results' suggest that subjects formed memory-based evaluations solely based on their initial on-line evaluations: (a) when their involvement levels were low at the time of retrieval or (b) when the involvement levels were consistently high at the time of both encoding and retrieval. In contrast, when involvement levels increased (low to high) from the time of encoding to the time of retrieval, subjects retrieved the original information from their memory during memory-based evaluations.
Findings from the three experiments support the model's predictions and account for conflicting results in the current literature on memory-based judgment processes. Finally, the model's theoretical implications for future research on consumer decision making are drawn, and the managerial implications for designing advertising and promotional strategies, as well as developing methods for measuring their effectiveness, are discussed.
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