Conference proceeding
The Influence of Attitude Strength on Consideration Set Size: Strong Liking Results in Smaller Consideration Sets
Advances in Consumer Research, Vol.37, p.15
01/01/2010
Abstract
This paper hypothesizes and finds support for the notion that attitude strength guides consideration set inclusion and choice by influencing consideration set size. Three experiments provide support for the idea. In first study participants in the high elaboration likelihood conditions report smaller consideration set sizes than those in the low elaboration likelihood condition. The second study provides further evidence that strongly liked alternatives are more likely to be associated with smaller consideration sets than weakly liked alternatives. Third study provides support for the search truncation idea i.e., the attitude strength associated with a retrieved alternative serves as a signal for search truncation.
Details
- Title: Subtitle
- The Influence of Attitude Strength on Consideration Set Size: Strong Liking Results in Smaller Consideration Sets
- Creators
- Dhananjay NayakankuppamJoseph PriesterJayati Sinha
- Resource Type
- Conference proceeding
- Publication Details
- Advances in Consumer Research, Vol.37, p.15
- Publisher
- Association for Consumer Research
- ISSN
- 0098-9258
- Language
- English
- Date published
- 01/01/2010
- Academic Unit
- Marketing
- Record Identifier
- 9984380582002771
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