Making products feel special: When metacognitive difficulty enhances evaluation

Journal of Marketing Research

Volumn 47, Issue 6, 2010, Pages 1059-1069

  Pocheptsova, Anastasiya ^a   Labroo, Aparnaa ^b   Dhar, Ravi ^c  

^a UNIVERSITY OF MARYLAND   (United States)

^b UNIVERSITY OF CHICAGO   (United States)

^c YALE SCHOOL OF MANAGEMENT   (United States)

Author keywords

Consumer lay theories; Consumption domains; Metacognitive experiences; Preference; Special occasion products

Indexed keywords

EID: 78650349256     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.47.6.1059     Document Type: Article

References (30)

1. Adaval, Rashmi and Kent B. Monroe (2002), "Automatic Construction and Use of Contextual Information for Products and Price Evaluations," Journal of Consumer Research, 28 (March), 572-88.
2. Aiken, Leona S. and Stephen G. West (1991), Multiple Regression: Testing and Interpreting Interactions. Newbury Park CA: Sage Publications.
3. Alter, Adam L., Daniel M. Oppenheimer, Nicholas Epley, and Rebecca N. Eyre (2007), "Overcoming Intuition: Metacognitive Difficulty Activates Analytic Reasoning," Journal of Experimental Psychology: General, 136 (4), 569-76.
4. Andrade, Eduardo B. (2005), "Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms," Journal of Consumer Research, 32 (December), 355-62.
5. Bargh, John A. (1997), "The Automaticity of Everyday Life," in Advances in Social Cognition, Vol. 10, R.S. Wyer, ed. Hillsdale, NJ: Lawrence Erlbaum Associates, 1-61.
6. -and T.L. Chartrand (2000), "The Mind in the Middle: A Practical Guide to Priming and Automaticity Research," in Handbook of Research Methods in Social and Personality Psychology, H.T. Reis and C.M. Judd, eds. New York: Cambridge University Press, 253-85.
7. Bornstein, Robert F. (1989), "Exposure and Affect: Overview and Meta-Analysis of Research, 1968-1987," Psychological Bulletin, 106 (September), 265-89.
8. Brinol, Pablo, Richard E. Petty, and Zakary L. Tormala (2006), "The Malleable Meaning of Subjective Ease," Psychological Science, 17 (3), 200-206.
9. Fazio, R.H. (1990), "A Practical Guide to the Use of Response Latencies in Social Psychological Research," in Review of Personality and Social Psychology, Vol. 11, C. Hendrick and M.S. Clark, eds. Newbury Park, CA: Sage Publications, 74-97.
10. Jacoby, Larry L., Colleen M. Kelley, and Jane Dywan (1989), "Memory Attributions," in Varieties of Memory and Consciousness: Essays in Honor of Endel Tulving, Henry L. Roediger and Fergus I.M. Craik, eds. Hillsdale, NJ: Lawrence Erlbaum Associates, 391-422.
11. Janiszewski, Chris (1993), "Preattentive Mere Exposure Effects," Journal of Consumer Research, 20 (December), 376-92.
12. Kim, Hakkyun, Akshay Rao, and Angela Y. Lee (2009), "It's Time to Vote: Fit Between Construal Level and Temporal Distance on Political Persuasion," Journal of Consumer Research, 35 (6), 877-89.
13. Labroo, Aparna A., Ravi Dhar, and Norbert Schwarz (2008), "Of Frog Wines and Frowning Watches: Semantic Priming, Perceptual Fluency and Brand Evaluation," Journal of Consumer Research, 34 (6), 819-31.
14. -and Sara Kim (2009), "The 'Instrumentality' Heuristic: Why Metacognitive Difficulty Is Desirable During Goal Pursuit," Psychological Science, 20 (1), 127-34.
15. -and Angela Y. Lee (2006), "Between Two Brands: A GoalFluency Account of Brand Evaluation," Journal of Marketing Research, 43 (August), 374-85.
16. Lee, Angela (2001), "The Mere Exposure Effect: An Uncertainty Reduction Explanation Revisited," Personality and Social Psychology Bulletin, 27 (10), 1255-66.
17. Novemsky, Nathan, Ravi Dhar, Norbert Schwarz, and Itamar Simonson (2007), "Preference Fluency in Choice," Journal of Marketing Research, 44 (August), 347-56.
18. Reber, Rolf, Piotr Winkielman, and Norbert Schwarz (1998), "Effects of Perceptual Fluency on Affective Judgments," Psychological Science, 29 (1), 45-48.
19. Schwarz, Norbert (2004), "Metacognitive Experiences in Consumer Judgment and Decision Making," Journal of Consumer Psychology, 14 (4), 332-48.
20. - (2010), "Meaning in Context: Metacognitive Experiences," in The Mind in Context, L.F. Barret, B. Mesquita, and E. Smith, eds. New York: Guilford Press, 105-125.
21. -, Herbert Bless, Fritz Strack, Gisela Klumpp, Helga Ritte- nauer-Schatka, and Annette Simons (1991), "Ease of Retrieval as Information: Another Look at the Availability Heuristic," Journal of Personality and Social Psychology, 61 (2), 195-202.
22. Shen, Hao, Jiang Yuwei, and Rashmi Adaval (2009), "Contrast and Assimilation Effects of Processing Fluency," Journal of Consumer Research, 36 (February), 876-89.
23. Song, Hyunjin and Norbert Schwarz (2008), "If It's Hard to Read, It's Hard to Do: Processing Fluency Affects Effort Prediction and Motivation," Psychological Science, 19(10), 986-88.
24. Srull, Thomas K. and Robert S. Wyer (1979), "The Role of Category Accessibility in the Interpretation of Information About Persons: Some Determinants and Implications," Journal of Personality and Social Psychology, 37 (10), 1660-72.
25. Unkelbach, Christian (2006), "The Learned Interpretation of Cognitive Fluency," Psychological Science, 17 (4), 339-45.
26. Wanke, Michaela, Gerd Bohner, and Andreas Jurkowitsch (1997), "There Are Many Reasons to Drive a BMW: Does Imagined Ease of Argument Generation Influence Attitudes?" Journal of Consumer Research, 24 (2), 170-77.
27. Whittlesea, Bruce W., Larry L. Jacoby, and Krista Girard (1990), "Illusions of Immediate Memory: Evidence of an Attributional Basis for Feelings of Familiarity and Perceptual Quality," Journal of Memory and Language, 29 (6), 716-32.
28. Winer, Benjamin J. (1971), Statistical Principles in Experimental Design. New York: McGraw-Hill.
29. Winkielman, Piotr, Norbert Schwarz, Tedra A. Fazendeiro, and Rolf Reber (2003), "The Hedonic Marking of Processing Fluency: Implications for Evaluative Judgment," in The Psychology of Evaluation: Affective Processes in Cognition and Emotion, Jochen Musch and Karl Christoph Klauer, eds. Mahwah, NJ: Lawrence Erlbaum Associates, 189-217.
30. Zajonc, Robert B. (1968), "Attitudinal Effects of Mere Exposure," Journal of Personality and Social Psychology Monographs, 9 (2, Part 2), 1-27.