The effects of concrete and abstract consumer goals on information processing

Peterman, Michelle L.

doi:10.1002/(sici)1520-6793(199709)14:6<561::aid-mar3>3.0.co;2-5

Cited by 43 publications

(20 citation statements)

References 20 publications

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“…Although prior research on CLT has not investigated the effects of psychological distance on sensitivity to omissions, research has demonstrated that the level of construal does impact the level and type of processing (Förster, ; Förster, Epstude, & Özelsel, ; Liberman & Förster, ; Peterman, ). Lower level construal results in more detailed or local processing, while higher level construal results in more holistic or global processing.…”

Section: Theory and Hypothesesmentioning

confidence: 99%

Effects of Construal Level on Omission Detection and Multiattribute Evaluation

Pfeiffer

Deval

Kardes

et al. 2014

Psychology and Marketing

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Research has demonstrated that consumers are commonly insensitive to missing information and that this insensitivity can lead them to form strong beliefs and evaluations on the basis of weak evidence. A growing body of research has shown that sensitivity to omissions can be heightened and that this increased sensitivity results in more appropriate evaluations. Expanding on this, the current research finds that the level of abstraction by which a situation is construed can influence the likelihood of omission detection and the resulting evaluative judgments. A series of studies reveal that people are more likely to spontaneously detect omissions in near vs. distant judgments, in concrete vs. abstract mindsets, and when they are inherently more likely to interpret actions in concrete vs. abstract terms. Further, although prior findings suggest that people may have differential sensitivity to primary and secondary missing features at different levels of construal, the current research finds no such difference. The results of this study indicate that people are more sensitive to all types of missing information when construal levels are low, and that this sensitivity leads to more moderate and appropriate judgments.

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Section: Theory and Hypothesesmentioning

confidence: 99%

Effects of Construal Level on Omission Detection and Multiattribute Evaluation

Pfeiffer

Deval

Kardes

et al. 2014

Psychology and Marketing

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show abstract

“…Despite attempts to establish a direct relationship between consumption and the goal of achieving individual's values, MEC researchers have consistently concluded that the relationship between a product's attributes and an individual's values is an indirect connection facilitated only through the consequences of consumption (Gutman, 1997;ter Hofstede, et al 1999;Walker and Olson, 1991). It is posited that much of the research that has established the interconnections of the levels of abstraction has inadvertently examined products that are high in functional or utilitarian qualities, for example, bicycles (Peterman, 1997) and yogurt (ter Hofstede et al, 1999).…”

Section: Means-end Chain Theory and Valuesmentioning

confidence: 99%

The effect of product type on value linkages in the means‐end chain: implications for theory and method

Mort

Rose²

2004

J of Consumer Behaviour

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Means-end chain (MEC) theory proposes that consumer motivation can only be understood in terms of the hierarchical linkages between attributes, consequences and values. Other researchers have suggested a much more immediate impact of values on motivation. Seeking to explain these conflicting views, this research suggests and empirically tests the proposition that the role of values in consumer motivation differs by product type and also tests that the linkages are not affected by individual differences in the need for cognition. A sample of 191 consumers indicated their motivation to consume utilitarian and non-utilitarian products using an adapted association pattern matrix technique. Responses were analysed using mixed-design ANOVAs with planned comparisons. Results indicate significant differences related to product type in the role of values in consumer motivation. Limitations, implications for MEC theory and future research are discussed.

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“…For example, an intriguing line of research has suggested that high‐self monitors react more favorably to image‐oriented appeals (Snyder & DeBono, ); if so, then it is reasonable to expect that the effects observed in our research will be magnified among consumers high in self‐monitoring. Another variable of potential interest is chronic processing style: i.e., the extent to which consumers tend to utilize an abstract mindset, characterized by conceptual processing, or a concrete mindset, characterized by detail‐oriented processing (Peterman, ; Trope, Liberman, & Wakslak, ). As symmetry is determined by the relative position of components in a composition, it is an essential holistic property (Pomerantz & Kubovy, ).…”

Section: Discussionmentioning

confidence: 99%

Beyond Beauty: Design Symmetry and Brand Personality

Bajaj

Bond

2017

J Consum Psychol

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Our research explores connections between a fundamental element of visual design, namely symmetry, and consumer inferences regarding brand personality. In contrast to prior work focused on broad affective responses, we propose that symmetry plays an additional, nuanced role in the communication of brand personality. Results of four experiments reveal that asymmetry in visual brand elements is associated by consumers with brand excitement, and that the effect is driven in part by the experience of subjective arousal. These findings contribute to growing interest in visual design and consumer processing, while extending current understanding regarding the communication of brand personality.

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The effects of concrete and abstract consumer goals on information processing

Cited by 43 publications

References 20 publications

Effects of Construal Level on Omission Detection and Multiattribute Evaluation

Effects of Construal Level on Omission Detection and Multiattribute Evaluation

The effect of product type on value linkages in the means‐end chain: implications for theory and method

Beyond Beauty: Design Symmetry and Brand Personality

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