The effect of reference point diagnosticity on attractiveness and intention ratings

Authors :: Suk, Kwanho
Yoon, Song-Oh
Lichtenstein, Donald R.
Song, Sie Yeoun
Source :: Journal of Marketing Research. Oct, 2010, Vol. 47 Issue 5, p983, 13 p.
Publication Year :: 2010
Abstract: A study was conducted to examine task effects on which elements of the context are recruited and used to make consumer judgments. It is argued that alternative reference points are caused by differential reference point diagnosticity. A theory of why intentions and attractiveness ratings might be differentially susceptible to classic context effects is also tested.

Subjects :: Context effects (Psychology) -- Research
Consumer behavior -- Research
Advertising, marketing and public relations
Business

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