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Low-Involvement Learning: Memory without Evaluation

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  • Hawkins, Scott A
  • Hoch, Stephen J
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    Abstract

    In three learning experiments we examined how subjects' level of involvement during initial exposure to consumer trivia influences what they learn and what they subsequently come to believe. Subjects rated consumer trivia statements as more true when they had been exposed to those statements earlier in the experiment. Simple repetition increased subsequent truth ratings. Moreover, when subjects processed the information during initial exposure in a less involving fashion, the effect of repetition on truth became more pronounced. Familiarity emerged as a key mediator of the truth effect. When subjects experienced an "it rings a bell" reaction, they judged the information to be more true. Finally, under low-involvement processing, the truth effect increased when subjects engaged in a processing task (rote rehearsal) that increased familiarity without increasing evaluative processing of the information. Copyright 1992 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 19 (1992)
    Issue (Month): 2 (September)
    Pages: 212-25

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    Handle: RePEc:ucp:jconrs:v:19:y:1992:i:2:p:212-25

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Wendy Green, 2008. "Does repetition impair auditors' judgments?," Managerial Auditing Journal, Emerald Group Publishing, vol. 23(8), pages 724-743, September.
    2. Nenycz-Thiel, Magda & Sharp, Byron & Dawes, John & Romaniuk, Jenni, 2010. "Competition for memory retrieval between private label and national brands," Journal of Business Research, Elsevier, vol. 63(11), pages 1142-1147, November.
    3. Peter M. Demarzo & Dimitri Vayanos & Jeffrey Zwiebel, 2003. "Persuasion Bias, Social Influence, And Unidimensional Opinions," The Quarterly Journal of Economics, MIT Press, vol. 118(3), pages 909-968, August.
    4. Matthew Ellman & Fabrizio Germano, 2004. "What Do the Papers Sell?," Working Papers 149, Barcelona Graduate School of Economics.
    5. Davies, Antony & Cline, Thomas W., 2005. "A consumer behavior approach to modeling monopolistic competition," Journal of Economic Psychology, Elsevier, vol. 26(6), pages 797-826, December.
    6. A. Reuber & Eileen Fischer, 2010. "Organizations Behaving Badly: When Are Discreditable Actions Likely to Damage Organizational Reputation?," Journal of Business Ethics, Springer, vol. 93(1), pages 39-50, April.
    7. Scott Wright & Chris Manolis & Drew Brown & Xiaoning Guo & John Dinsmore & C.-Y. Chiu & Frank Kardes, 2012. "Construal-level mind-sets and the perceived validity of marketing claims," Marketing Letters, Springer, vol. 23(1), pages 253-261, March.
    8. Moorthy, Sridhar & Hawkins, Scott A., 2005. "Advertising repetition and quality perception," Journal of Business Research, Elsevier, vol. 58(3), pages 354-360, March.
    9. Wang, Stephen W., 2014. "The moderating effects of involvement with respect to customer relationship management of the airline sector," Journal of Air Transport Management, Elsevier, vol. 35(C), pages 57-63.
    10. Rhee, Byong-Duk, 2006. "First-mover disadvantages with idiosyncratic consumer tastes along unobservable characteristics," Regional Science and Urban Economics, Elsevier, vol. 36(1), pages 99-117, January.

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