Intention superiority perspectives on preference-decision consistency

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• 作者：Anneleen Van Kerckhove^a ; ^{anneleen.vankerckhove@ugent.be} ; Maggie Geuens^a ; ^b ; ^{maggie.geuens@ugent.be} ; Iris Vermeir^a ; ^c ; ^{iris.vermeir@hogent.be}
• 关键词：Intention ; Choice ; Preference ; Consistency
• 刊名：Journal of Business Research
• 出版年：2012
• 期刊代码：31_01482963
• 类别：eco
• 出版时间：May, 2012
• 卷：65
• 期：5
• 页码：692-700
• 文件大小：374 K

摘要

This study investigates the cognitive processes underlying the increased preference-behavior correspondence following intention formation. In line with 鈥榠ntention superiority鈥?principles, three studies show that a brand that consumers tied to their intention remains in a heightened state of activation until these consumers make a choice, after which brand inhibition sets in. A fourth study suggests that keeping intention-related information in a heightened state of activation leads consumers to shield their intentions from interference by avoiding information processing and ignoring competing information. Intention superiority principles are drivers of increased preference-behavior correspondence independent of decision involvement (Studies 1 and 2), product involvement (Study 2) and cognitive dissonance (Study 3). Implications for marketers conclude the paper.