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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
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    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..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/596026
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    Bibliographic Info

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

    Volume (Year): 36 (2009)
    Issue (Month): 1 (06)
    Pages: 56-72

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    Handle: RePEc:ucp:jconrs:v:36:y:2009:i:1:p:56-72

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

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    Cited by:
    1. 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.
    2. 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.

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