The Role of Accessibility Experience When a Consumer Predicts Other Consumers’ Product Attitudes: The Interplay of Need-for-Cognition and Judgment Target

• 발행기관: 한국자료분석학회
• 저자명: Hyejeung Cho
• 간행물 정보: 『Journal of The Korean Data Analysis Society (JKDAS)』Vol.15 No.6, 2949~2963쪽, 전체 15쪽
• 주제분류: 자연과학 > 통계학
• 파일형태: PDF
• 발행일자: 2013.12.30

영문 초록

When people make judgments on the basis of memory, they rely not only on the information retrieved from memory but also on their subjective ease of retrieving the information, namely the ease of retrieval (see Schwarz, 2010 for a review). The present study explores a possible interplay of two appropriate moderators for examining when the ease of retrieval matters: target of judgment (self vs. others) and need-for-cognition. In an experiment, participants self-generated few or many reasons favoring a product and then indicated their product attitude (self as judgment target) or predicted others’ product attitudes (others as judgment target). Results showed that retrieval ease influenced only high (but not low) need-for-cognition individuals’ prediction on others’ attitudes, while it influenced only low (but not high) need-for-cognition individuals’ product attitudes. Further analyses of conditional indirect effects revealed different mechanisms underlying the interactions across the self- and other- judgment condition.

목차

1. Introduction

2. Theoretical Background and Hypotheses

3. Method

4. Results

5. Conclusion and Discussion

References

키워드

Ease-of-retrieval Need-for-cognition Availability Validity