The effect of expertise on the relation between implicit and explicit attitude measures: An information availability/accessibility perspective

Czellar, Sandor; Luna, David

doi:10.1016/j.jcps.2010.06.014

Cited by 15 publications

(22 citation statements)

References 49 publications

(86 reference statements)

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“…Therefore, H3 was supported. As previously discussed, consumers with low involvement, compared to high involvement, tend to have few existing associations in their memory relevant to the object evaluation context (Czellar & Luna, ). Therefore, the low‐involvement consumers presumably seek out available information outside of their long‐term memory.…”

Section: Discussionmentioning

confidence: 97%

“…This phenomenon occurs because highly involved consumers often have more complex and strengthened network of associations relevant to the object in their memory (Fiske & Taylor, ). Therefore, observing a specific cue can rapidly and broadly activate more associations connected to the object (Czellar & Luna, ). Thus, they will be relatively insusceptible to the fit information of endorsements presumably due to their relatively abundant memory network.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

“…In sum, the fit between celebrity endorsers and endorsed brands is predicted to play an important role in shaping consumers’ implicit and explicit attitudes, and consumers’ involvement level moderates the relationship. The changes in implicit and explicit attitudes due to fit were hypothesized to be greater for low‐involvement consumers because they would be more susceptible to cognitive biases such as attention, elaboration, and retroactive confirmation of automatic evaluation (Czellar & Luna, ; Gawronski & Bodenhausen, ). This phenomenon occurs due to consumers’ limited information of an attitude object accessible in their memory (Petty, ; Petty et al., ).…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

See 2 more Smart Citations

Reconsidering the Role of Fit in Celebrity Endorsement: Associative‐Propositional Evaluation (APE) Accounts of Endorsement Effectiveness

Chang¹,

2016

Psychology and Marketing

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This study is designed to fill any explanatory gaps that have been traditionally underexplored when considering the interplay of implicit/automatic/unconscious and explicit/deliberate/conscious attitudes in the context of celebrity endorsement. The main experiment employed single target-implicit association test as a measure of implicit attitudes. The key finding of the study is that the experimental condition where the fit between the celebrity and the endorsed product was low induced favorable implicit and explicit attitudes, similar to the condition where the fit was high. The explanation for this finding was that dissonance enhanced the association strength of the attitude object through biased attention and elaboration, which provided a basis for favorable propositions. In propositional reasoning, retroactive confirmation of the favorable implicit attitudes resolved dissonance. This study seeks to go beyond the existing endorsement and sponsorship literature developed based on matching principles such as source models, match-up hypothesis, the congruity theory, and associative network models. The authors recommend that managers search for more creative and novel partners in addition to image-matching ones.

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Section: Discussionmentioning

confidence: 97%

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

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Reconsidering the Role of Fit in Celebrity Endorsement: Associative‐Propositional Evaluation (APE) Accounts of Endorsement Effectiveness

Chang¹,

2016

Psychology and Marketing

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“…Compared to novices, experts possess more detailed attribute-level information on objects (Czellar & Luna, 2010). When experts evaluate an object, they may experience the likelihood that a specific piece of information will be retrieved (Anderson, 1983;Cooke, 1992;Czellar & Luna, 2010).…”

Section: Hypothesesmentioning

confidence: 99%

“…When experts evaluate an object, they may experience the likelihood that a specific piece of information will be retrieved (Anderson, 1983;Cooke, 1992;Czellar & Luna, 2010).…”

Section: Hypothesesmentioning

confidence: 99%

Effects of mobile direct experience on perceived interactivity and attitude toward smartphone applications

Kim

Lee

Taylor

2013

Journal of Global Scholars of Marketing Science

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This study examines the effects of mobile direct experience on perceived interactivity, attitude toward smartphone applications, and purchase intention. Specifically, the study explains mobile direct experience and examines the relationships between direct experience and perceived interactivity, attitude toward smartphone applications, and purchase intention. Moreover, the study employs an experiment to examine key questions about the effects of direct experience among smartphone applications users. The results present the integrative framework of the roles of direct experience in the smartphone application context.

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“Unattractive = natural”: How explicit and implicit beliefs jointly affect consumer purchase of unattractive produce

Niu,

You,

Ran

et al. 2023

Psychology and Marketing

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To reduce the waste of aesthetically unappealing yet safe produce, marketers and policymakers have attempted to associate such produce with the concept of “naturalness” (i.e., establishing the “unattractive = natural” belief), thereby increasing its appeal to consumers. However, research findings conflict regarding the effectiveness of this approach. To reconcile these inconsistencies, the present research suggests that two types of “unattractive = natural” beliefs—explicit and implicit—collectively influence consumer purchase of unattractive produce. Through one field and two lab experiments using two methods to measure implicit beliefs (i.e., the Implicit Association Test and word‐embedding method) and consumer purchases (i.e., actual product choices and a Likert scale), we found that consumers with a high level of incongruence between explicit and implicit “unattractive = natural” beliefs exhibit a greater preference for unattractive produce than those with a low level of such incongruence. This occurs because the incongruence between implicit and explicit beliefs prompts elaborative thinking about the naturalness of unattractive produce, thus alleviating consumer avoidance. Our undertaking contributes to the existing literature on consumer purchase of unattractive produce by examining explicit and implicit beliefs. It also offers valuable insights into leveraging implicit measurement techniques to mitigate food waste.

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The effect of expertise on the relation between implicit and explicit attitude measures: An information availability/accessibility perspective

Cited by 15 publications

References 49 publications

Reconsidering the Role of Fit in Celebrity Endorsement: Associative‐Propositional Evaluation (APE) Accounts of Endorsement Effectiveness

Reconsidering the Role of Fit in Celebrity Endorsement: Associative‐Propositional Evaluation (APE) Accounts of Endorsement Effectiveness

Effects of mobile direct experience on perceived interactivity and attitude toward smartphone applications

“Unattractive = natural”: How explicit and implicit beliefs jointly affect consumer purchase of unattractive produce

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