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Intention superiority perspectives on preference-decision consistency

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  • Van Kerckhove, Anneleen
  • Geuens, Maggie
  • Vermeir, Iris

Abstract

This study investigates the cognitive processes underlying the increased preference-behavior correspondence following intention formation. In line with ‘intention superiority’ 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.

Suggested Citation

  • Van Kerckhove, Anneleen & Geuens, Maggie & Vermeir, Iris, 2012. "Intention superiority perspectives on preference-decision consistency," Journal of Business Research, Elsevier, vol. 65(5), pages 692-700.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:5:p:692-700
    DOI: 10.1016/j.jbusres.2011.04.001
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