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The Fit of Thinking Style and Situation: New Measures of Situation-Specific Experiential and Rational Cognition

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  • Thomas P. Novak
  • Donna L. Hoffman

Abstract

Decades of research provide strong evidence that consumers process information in two distinct and qualitatively different ways, rational and experiential. However, little research has addressed situational influences on thinking style, and there have been no attempts to simultaneously measure and validate two-dimensional situation-specific thinking. We develop and validate a new instrument for measuring situation-specific thinking style using performance tasks, consumer Web activities, and differing motivations. We establish differences in thinking style across types of tasks and motivations, and congruence effects related to the fit of situation-specific thinking style and the nature of the task on performance and attitudinal outcomes. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Thomas P. Novak & Donna L. Hoffman, 2009. "The Fit of Thinking Style and Situation: New Measures of Situation-Specific Experiential and Rational Cognition," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(1), pages 56-72, June.
    • Handle: RePEc:oup:jconrs:v:36:y:2009:i:1:p:56-72
    DOI: 10.1086/596026
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    Cited by:

    1. Turner, Frances & Merle, Aurélie & Gotteland, David, 2020. "Enhancing consumer value of the co-design experience in mass customization," Journal of Business Research, Elsevier, vol. 117(C), pages 473-483.
    2. Dominik Mahr & Aric Rindfleisch & Rebecca Slotegraaf, 2015. "Enhancing Crowdsourcing Success: the Role of Creative and Deliberate Problem-Solving Styles," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(3), pages 209-221, September.
    3. Thomas P. Novak & Donna L. Hoffman, 2019. "Relationship journeys in the internet of things: a new framework for understanding interactions between consumers and smart objects," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 216-237, March.
    4. Annika M. Svedholm-Häkkinen & Mika Kiikeri, 2022. "Cognitive miserliness in argument literacy? Effects of intuitive and analytic thinking on recognizing fallacies," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 17(2), pages 331-361, March.
    5. Davis, Robert & Sheriff, Kevin & Owen, Kim, 2019. "Conceptualising and measuring consumer authenticity online," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 17-31.
    6. Yang, Bi & Li, Shanshi & Chen, Zhenyu & Mattila, Anna S., 2023. "Consumer responses to time-based sales messages," Annals of Tourism Research, Elsevier, vol. 99(C).
    7. Langhe, Bart de & van Osselaer, Stijn M.J. & Wierenga, Berend, 2011. "The effects of process and outcome accountability on judgment process and performance," Organizational Behavior and Human Decision Processes, Elsevier, vol. 115(2), pages 238-252, July.
    8. repec:thr:techub:1008:y:2020:i:1:p:273-287 is not listed on IDEAS
    9. Siebert, Johannes & Kunz, Reinhard, 2016. "Developing and validating the multidimensional proactive decision-making scale," European Journal of Operational Research, Elsevier, vol. 249(3), pages 864-877.
    10. Hasan Boudlaie & Alemeh Shahidi & Mohammadhosein Kenarroodi & Behrouz Keshavarz Nik, 2020. "A qualitative study of customer experiences in the retail industry," Technium Social Sciences Journal, Technium Science, vol. 8(1), pages 273-287, June.
    11. Jesse R. Catlin & Michael Gerhard Luchs & Marcus Phipps, 2017. "Consumer Perceptions of the Social Vs. Environmental Dimensions of Sustainability," Journal of Consumer Policy, Springer, vol. 40(3), pages 245-277, September.
    12. Layer, Patrick & Feurer, Sven & Jochem, Patrick, 2017. "Perceived price complexity of dynamic energy tariffs: An investigation of antecedents and consequences," Energy Policy, Elsevier, vol. 106(C), pages 244-254.
    13. Nikolova, Milena S. & Hassan, Salah S., 2013. "Nation branding effects on retrospective global evaluation of past travel experiences," Journal of Business Research, Elsevier, vol. 66(6), pages 752-758.
    14. Markovits, Yannis & Boer, Diana & van Dick, Rolf, 2014. "Economic crisis and the employee: The effects of economic crisis on employee job satisfaction, commitment, and self-regulation," European Management Journal, Elsevier, vol. 32(3), pages 413-422.
    15. Zhu, Ying & Meyer, Jeffrey, 2017. "Getting in touch with your thinking style: How touchscreens influence purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 51-58.
    16. Herjanto, Halimin & Amin, Muslim & Purington, Elizabeth F., 2021. "Panic buying: The effect of thinking style and situational ambiguity," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    17. Lechner, Andreas T. & Paul, Michael, 2019. "Is this smile for real? The role of affect and thinking style in customer perceptions of frontline employee emotion authenticity," Journal of Business Research, Elsevier, vol. 94(C), pages 195-208.
    18. Glen L. Urban & Guilherme (Gui) Liberali & Erin MacDonald & Robert Bordley & John R. Hauser, 2014. "Morphing Banner Advertising," Marketing Science, INFORMS, vol. 33(1), pages 27-46, January.
    19. Alina Ferecatu & Arnaud De Bruyn, 2022. "Understanding Managers’ Trade-Offs Between Exploration and Exploitation," Marketing Science, INFORMS, vol. 41(1), pages 139-165, January.
    20. Moss, Simon A. & Wilson, Samuel G., 2014. "A hole in the ladder: How to reconcile the benefits of equality with the merits of hierarchy," European Management Journal, Elsevier, vol. 32(4), pages 636-645.
    21. repec:cup:judgdm:v:17:y:2022:i:2:p:331-361 is not listed on IDEAS
    22. Tobias Roeth & Patrick Spieth & Verena Joachim, 2019. "The Interaction Of Intuition And Rationality During Escalated Npd Decisions: An Investigation Of Decision-Makers’ Affective States," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 24(04), pages 1-31, June.
    23. Xue Yang & Yan Li & Qinyu Liao, 2016. "Exploring continued use of mobile shopping channel in China: the effects of active coping and its antecedents," Electronic Commerce Research, Springer, vol. 16(2), pages 245-267, June.

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