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ArtikelThe Effects of Accessibility by Standards and Decision Framing on Product Evaluations  
Oleh: Ganzach, Yoav ; Schul, Yacov
Jenis: Article from Bulletin/Magazine
Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 4 no. 1 (1995), page 61-84.
Topik: PROJECT-PRODUCT EVALUATION; decision framing; product evaluations
Ketersediaan
  • Perpustakaan Pusat (Semanggi)
    • Nomor Panggil: JJ42.1
    • Non-tandon: 1 (dapat dipinjam: 0)
    • Tandon: tidak ada
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Isi artikelIn this study, we explore the cognitive process by which people evaluate consumer products. We examine how people's information about good and bad product classes influences the evaluation of product exemplars. Subjects in three experiments learned what constitutes a good alloy (the good standard) and a bad alloy (the bad standard). Then they were exposed to a series of exemplars whose features partially overlapped with the good and the bad standards. In the first two experiments, features associated with the good standard had a greater impact on judgement that features associated with the bad standard. This positive / negative asymmmetry was stronger when it was framed negatively (e. g. how bad is this product). Also the asymmetry was stronger when the standards had to be accessed from memory than when they were visually available at the time subjects evaluated the exemplars. In the third experiment, the addition of features that signaled the absence of good charactersitics had more influence on product evaluations than the addition of features that signaled the absence of bad characteristics. Implications of these findings for current models of evaluative judgement are discussed.
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