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Title: The effects of analyzing reasons for brand preferences : disruption or reinforcement?
Authors: Sengupta, Jaideep
Fitzsimons, Gavan J.
Keywords: Consumer behavior
Consumer attitudes
Market research
Issue Date: Aug-2000
Citation: Journal of marketing research, v. 37, no. 3, Aug. 2000, p. 318-330
Abstract: Different streams of research offer seemingly conflicting predictions as to the effects of analyzing reasons for preferences on the attitude-behavior link. These different theoretical accounts are applied to a new product scenario and conditions are identified under which analyzing reasons for brand preferences can increase or decrease the predictive value of reported preferences. It is found that the reasons analysis increases the link between attitude and behavior when the measure of behavior closely follows attitude measurement. Thinking about reasons significantly decreases the attitude-behavior correlation when the observed behavior occurs after a substantial delay. A second study replicates this finding and suggests that the timing of the reasons task can be an important moderator of the disruption effect. A third study validates the account of the effects of reasons analysis by obtaining parallel findings for attitude persistence. Together, these studies offer preliminary advice to both practitioners and academics regarding the potential effects of asking consumers to think about why they like or dislike certain products.
Rights: Reprinted with permission from JMR, Journal of Marketing Research, published by the American Marketing Association, Jaideep Sengupta, Gavan J. Fitzsimons, Aug. 2000, v. 37, no. 3, p. 318-330.
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