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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
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.
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