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Please use this identifier to cite or link to this item:
http://hdl.handle.net/1783.1/1749
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| Title: | Search and alignment in judgment revision : implications for brand positioning |
| Authors: | Pham, Michel Tuan
Muthukrishnan, A. V. |
| Keywords: | Studies
Statistical analysis
Models
Brands
Consumer attitudes |
| Issue Date: | Feb-2002 |
| Citation: | Journal of marketing research, v. 39, no. 1, Feb. 2002, p. 18-30 |
| Abstract: | The authors propose a model of judgment revision, which posits that counterattitudinal challenges to a brand initially trigger a memory search for proattitudinal information about the brand. Four experiments test the model's predictions about the influence of abstract versus attribute-specific brand positioning on judgment revision. Consistent with the model's predictions, results show that compared with attribute-specific positioning, abstract positioning will result in less judgment revision when the challenge is specific and the initial brand evaluation is based on limited learning of the positioning information. |
| Rights: | Reprinted with permission from JMR, Journal of Marketing Research, published by the American Marketing Association, Michel Tuan Pham, A. V. Muthukrishnan, Feb. 2002, v. 39, no. 1, p. 18-30. |
| URI: | http://hdl.handle.net/1783.1/1749 |
| Appears in Collections: | MARK Journal/Magazine Articles
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| search.pdf | | 9361Kb | Adobe PDF | View/Open |
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