Cognitive Effort, Affect, and Choice

Garbarino, Ellen; Edell, Julie A.

doi:10.1086/209500

Cited by 324 publications

(225 citation statements)

References 4 publications

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“…This higher level of cognitive effort frustrates them and evokes negative affect (Ahn and Sung, 2012;Garbarino and Edell, 1997). Consequently, signals of firm size dissimilarity are evaluated less favorably than firm size similarity signals.…”

Section: Firm Sizementioning

confidence: 99%

“…This difference in the number of recallable brand attributes for the co-branding partners sends a (mainly unintended) dissimilarity signal to consumers and makes it more difficult for them to establish a cognitive link between the new and the established brand (Ahn and Sung, 2012). This difficulty enhances their frustration and negatively affects their brand fit perceptions (Ahn and Sung, 2012;Garbarino and Edell, 1997).…”

Section: Firm Agementioning

confidence: 99%

“…If the perceived cultural distance between international co-branding partners is low, it does not challenge a consumer's general beliefs or cultural identity (Ghemawat, 2001). Conversely, the matching of the country images of co-branding partner brands with a high cultural distance requires a higher cognitive effort, which result in less favorable brand fit assessments (Ahn and Sung, 2012;Garbarino and Edell, 1997).…”

Section: Country-of-origin Imagementioning

confidence: 99%

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Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Decker

Baade

2016

J Brand Manag

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This study explores how consumers evaluate co-branding alliances between dissimilar partner firms. Customers are well aware that different firms are behind a co-branded product and observe the partner firms' characteristics. Drawing on signaling theory, we assert that consumers use organizational characteristics as signals in their assessment of brand fit and for their purchasing decisions. Some organizational signals are beyond the control of the co-branding partners or at least they cannot alter them on short notice. We use a quasi-experimental design and test how cobranding partner dissimilarity affects brand fit perception. The results show that co-branding partner dissimilarity in terms of firm size, industry scope, and country-of-origin image negatively affects brand fit perception. Firm age dissimilarity does not exert significant influence. Because brand fit generally fosters a benevolent consumer attitude towards a co-branding alliance, the findings suggest that high partner dissimilarity may reduce overall co-branding alliance performance.

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Section: Firm Sizementioning

confidence: 99%

Section: Firm Agementioning

confidence: 99%

Section: Country-of-origin Imagementioning

confidence: 99%

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Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Decker

Baade

2016

J Brand Manag

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“…Second, in contrast to empirical work that has examined the effects of task-induced affect on consumer choice (Garbarino and Edell 1997;Luce 1998;Luce et al 1997), where the focus has been on negative affect arising from the structure or difficulty of the task, the focus of this article is on the effects of positive affect arising from the stimulus (see Fiske and Taylor [1991] for a discussion of the importance of examining both negative and positive affect due to their differential effects on memory, judgment, persuasion, and decision making; in the rest of this article, we use the term "stimulus-induced affect" rather than "task-induced affect" to distinguish our work from previous work).…”

mentioning

confidence: 98%

“…Researchers recently have shown considerable interest in redressing this imbalance in various domains such as advertising (see, e.g., Batra and Stayman 1990;Edell and Burke 1987;MacKenzie, Lutz, and Belch 1986) and consumer satisfaction (Dubé, Belanger, and Trudeau 1996;Dubé and Morgan 1996;Mano and Oliver 1993;Oliver 1993;Westbrook and Oliver 1991). The consumer choice literature also has not been far behind in redressing this imbalance, with recent work that has provided both theoretical (see, e.g., Hoch and Loewenstein 1991;Loewenstein 1996) and empirical accounts of how affect influences consumer choices (see, e.g., Garbarino and Edell 1997;Luce 1998;Luce, Bettman, and Payne 1997). The broad purpose of this article is to add to this growing body of research in the consumer choice literature.…”

mentioning

confidence: 99%

Heart and Mind in Conflict: the Interplay of Affect and Cognition in Consumer Decision Making

Shiv¹,

Fedorikhin²

1999

J CONSUM RES

1,597

1,242

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This article examines how consumer decision making is influenced by automatically evoked task-induced affect and by cognitions that are generated in a more controlled manner on exposure to alternatives in a choice task. Across two experiments respondents chose between two alternatives: one (chocolate cake) associated with more intense positive affect but less favorable cognitions, compared to a second (fruit salad) associated with less favorable affect but more favorable cognitions. Findings from the two experiments suggest that if processing resources are limited, spontaneously evoked affective reactions rather than cognitions tend to have a greater impact on choice. As a result, the consumer is more likely to choose the alternative that is superior on the affective dimension but inferior on the cognitive dimension (e.g., chocolate cake). In contrast, when the availability of processing resources is high, cognitions related to the consequences of choosing the alternatives tend to have a bigger impact on choice compared to when the availability of these resources is low. As a result, the consumer is more likely to choose the alternative that is inferior on the affective dimension but superior on the cognitive dimension (e.g., fruit salad). The moderating roles of the mode of presentation of the alternatives and of a personality variable related to impulsivity are also reported.Men, as well as women, are much oftener led by their hearts than by their understandings. (LORD CHESTERFIELD) With all its cleverness, however, decision theory is somewhat crippled emotionally, and thus detached from the emotional and visceral richness of life. (GEORGE LOEWENSTEIN 1996, p. 289)

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The moderating effects of financial broad‐scope trust on consumer knowledge, cognitive effort, and financial healthiness

Hansen

2016

J of Consumer Behaviour

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Substantial research results suggest the global financial crisis has negatively affected consumers' trust in financial service providers. Notably, trust not only relates to consumer trust in individual companies but also relates to the broader business context in which consumers may plan and carry out their financial behavior. This latter form of trust can be referred to as "broad-scope" trust (BST). BST is especially important in a society context because lack of BST may reduce financial market dynamism, competition, and productivity. Consequently, financial service providers assume an important social responsibility in order to develop BST. Unfortunately, not much is known about the interplay between BST and consumer financial behavior. Based on two surveys comprising 1155 bank consumers and 756 mutual fund investors, respectively, this study investigates the moderating influence of BST on relations between knowledge, cognitive effort, and financial healthiness and also examines the direct influence of BST on cognitive effort and financial healthiness. The results indicate that BST negatively moderates relations between knowledge and financial healthiness and between cognitive effort and financial healthiness. In addition, it is demonstrated that BST negatively influences cognitive effort and positively influences financial healthiness. Our results demonstrate the importance of developing BST as it may ease the burdens put on consumers' financial knowledge and processing capabilities, which in turn may facilitate their financial well-being.

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Cognitive Effort, Affect, and Choice

Cited by 324 publications

References 4 publications

Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit

Heart and Mind in Conflict: the Interplay of Affect and Cognition in Consumer Decision Making

The moderating effects of financial broad‐scope trust on consumer knowledge, cognitive effort, and financial healthiness

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