The Effects of Consumer Prior Knowledge and Processing Strategies on Judgments

Hong, Jiewen; Sternthal, Brian

doi:10.1509/jmkr.47.2.301

Cited by 107 publications

(74 citation statements)

References 49 publications

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“…Prior research used various paradigms to assess expertise, including the frequency of performing goal-related actions (Bettman and Park 1980;Kiel and Layton 1981), prior knowledge (Hong and Sternthal 2010), and formal training (Hutchinson 1983; for a summary, see Alba and Hutchinson 1987). In our studies, we rely on these various definitions to operationalize expertise.…”

Section: Present Researchmentioning

confidence: 99%

Tell Me What I Did Wrong: Experts Seek and Respond to Negative Feedback

2012

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Section: Present Researchmentioning

confidence: 99%

Tell Me What I Did Wrong: Experts Seek and Respond to Negative Feedback

2012

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“…O conhecimento da marca, abarcando seu nível de consciência e de associação a uma imagem, é a resposta imediata de efetividade das declarações de posicionamento (Hong & Sternthal, 2010;Keller, 1993). Para tanto, é necessário que o conteúdo da mensagem da declaração do posicionamento seja assimilado pelos consumidores (Meyers-Levy & Sternthal, 1993).…”

Section: Introductionunclassified

“…Há falta de estudos acerca dos contextos de efetividade tanto no nível da categoria e no nível da marca quanto também na própria medida da efetividade percebida pelo consumidor. Algumas situações pouco investigadas dizem respeito ao (1) contraste entre novidade da categoria versus categoria tradicional (Hong & Sternthal, 2010;Nedungadi, Chattopadhyay, & Muthukrishnan, 2001;Tybout & Sternthal, 2010), (2) ao nível pré-existente da força da marca que está sendo feito o trabalho de posicionamento (Alba & Chattopadhyay, 1985;Kohli, Leuthesser, & Suri, 2007;Tybout & Sternthal, 2010), (3) à medida da efetividade no conhecimento -lembrança versus imagem associada (Dimofte & Yalch, 2011;Keller, 1993;Till, Baack, & Waterman, 2011) -, (4) às idiossincrasias da declaração do posicionamento (Rucker & Sternthal, 2010), (5) ao tipo de público-alvo exposto (Rossolatos, 2014;Tybout & Sternthal, 2010) e (6) à comparação da efetividade intra marcas e entre marcas da mesma categoria (Burke & Srull, 1988;Keller & Lehmann, 2006;Porto & Oliveira-Castro, 2015).…”

Section: Introductionunclassified

Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts

Porto

Dias

2018

RECADM

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Good positioning statements have an effect on consumer brand awareness. However, the competitive context formed by the novelty of the category and the brand market structure may hinder the assimilation of positioning and its association with the pre-existing image. This study assesses the effectiveness of positioning statements in the generation of brand awareness, considering its competitive context. Using an experimental design, with a group of control, the exposure of brands and their competitive contexts were manipulated and the positioning statement remained constant for a sample of consumers. The results show the positioning statement had an effect on both assimilation of the message and valence of image association, which adds awareness to the brand, but only for the traditional category. The effectiveness on the message assimilation occurred within the weak brand and within the less known median brand. For the image valence, it occurred only between the weak brand and the strong one from the traditional category. These findings are distinct among consumer segments. The research brings up a classic theme, but presents a new methodological approach to measure the effectiveness of brand positioning. Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive ContextsPalavras-chave: Posicionamento de marca; Imagem de marca; Experimento; Efetividade do posicionamento.Boas declarações de posicionamentos geram efeitos no conhecimento da marca pelos consumidores. Entretanto, o contexto competitivo formado pela novidade da categoria e da estrutura de mercado das marcas podem dificultar a assimilação do posicionamento e sua associação à imagem previamente existente. O estudo avalia a efetividade da declaração do posicionamento na geração do conhecimento da marca, considerando seu contexto competitivo. Utilizando delineamento experimental, com grupo controle, manipulou-se a exposição de marcas e seus contextos competitivos e manteve-se constante a declaração do posicionamento para uma amostra de consumidores. Verificou-se que a declaração do posicionamento gerou efeito tanto na assimilação da mensagem quanto na valência da associação da imagem, agregando ao conhecimento da marca, mas apenas para a categoria tradicional. A efetividade na assimilação da mensagem ocorreu intra a marca fraca e intra a marca mediana, pouco conhecida. Para a valência da imagem, a efetividade ocorreu apenas entre a marca fraca e a forte da categoria tradicional. Esses achados são distintos entre segmentos de consumidores. O trabalho traz à tona um tema clássico, porém apresentando uma nova abordagem metodológica para medir a efetividade do posicionamento da marca.

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“…Remarkably, consumer behavior and managerial decision-making theories (Engel, Kollat & Blackwell, 1968;Howard & Sheth, 1969) can provide a new perspective on this issue. Within this behavioral conceptual framework, the decision to use BSS is conceived as the result of a multi-stage process, let loose by the individual's motivation and previous experience, and throughout which he or she searches for and evaluates information about alternate services before making a decision (Hong & Sternthal, 2010;Kuskov & Villas-Boas, 2010;Mehta, Hoegg & Chakravarti, 2011).…”

Section: Introductionmentioning

confidence: 99%

Entrepreneurial decisions: Insights into the use of support services for new business creation

Ammetller

Rodríguez‐Ardura

Lladós‐Masllorens

2014

SAJBM

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This research presents an integrative model about the use of those services that have been specifically designed to support entrepreneurial initiative. By contrast with conventional perspectives from the entrepreneurship field, mainly drawn from a resource-based view, we propose a two-fold approach to explain the utilization of services that are oriented to new business creation: by considering the role of resources within the start-up's reach (internal and external); by incorporating a behavioral and decision-making approach. On the basis of the suggested decision-making framework, a multi-stage decision model is developed and tested by means of a representative sample of entrepreneurs linked to a local development agency. The results show that the adoption and use of support services for new business creation is a complex and reflexive process, triggered by the entrepreneur's internal forces. The entrepreneur searches for information throughout the process and, with assistance from internal teams and external networks, evaluates the choices of businesssupport services. Our findings offer relevant implications and recommendations for business incubators and institutions.

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The Effects of Consumer Prior Knowledge and Processing Strategies on Judgments

Cited by 107 publications

References 49 publications

Tell Me What I Did Wrong: Experts Seek and Respond to Negative Feedback

Tell Me What I Did Wrong: Experts Seek and Respond to Negative Feedback

Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts

Entrepreneurial decisions: Insights into the use of support services for new business creation

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