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Title: A judgment construction perspective of post-challenge brand evaluation
Authors: Muthukrishnan, A. V.
Pham, Michel Tuan
Mungale, Amitabh
Keywords: Consumer behavior
Brand evaluations
Issue Date: Dec-1997
Series/Report no.: Marketing Working Paper Series ; MKTG 97.105
Abstract: It has been argued that consumers' resistance to counter-attitudinal challenges increases with the amount of information possessed about the target brand and with the elaboration of this information. Five experiments exhibit why this may not necessarily be the case. Experiments 1 and 2 show that the favorability of post-challenge brand evaluations does not strictly depend on the amount of target information possessed, but on the part-worth of the target information that is accessed at the time of the challenge. Therefore, resistance to challenges may sometimes be higher when the individuals possess less information about the target. Experiments 3 and 4 show that reliance on prior target information is a function of the diagnosticity of the challenge. Therefore, the amount of target information previously learned may matter little when the challenge is in a diagnostic comparative format. Experiment 5 shows that the diagnosticity of the challenge also depends on its commensurability with previously learned target information. Under high commensurability, elaboration of the target information may lower resistance to noncomparative challenges from a superior competitor.
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