کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
882466 911941 2009 13 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Scale-dependent automatic shifts in brand evaluation standards
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Scale-dependent automatic shifts in brand evaluation standards
چکیده انگلیسی

Different schema-based expectations for competing brands can produce shifting evaluative standards in consumers' relative ratings of these brands. This shift in standards differentially affects objective (number-based) and subjective (word-based) rating scales. Several studies support the proposition that a brand rated as objectively inferior to another can be subjectively perceived as equivalent to—or even better than—the same brand. Such anomalous response inconsistency originates in consumers' recourse to different expectations for the competing brands and their automatic adjustment of expectations for the inferior brand when responding to subjective measures. The implicit relaxing of evaluative standards for the objectively dominated brand leads to an unconscious upward bias in its subjective ratings. The effect is moderated by consumer expertise and is asymmetric—it is not accompanied by an escalation of evaluative standards for objectively dominating brands.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Consumer Psychology - Volume 19, Issue 2, April 2009, Pages 158–170
نویسندگان
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