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Intention Superiority Perspectives on Preference-decision Consistency

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  • A. VAN KERCKHOVE

    ()

  • M. GEUENS
  • I. VERMEIR
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    Abstract

    This paper 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 tied to an intention remains in a heightened state of activation until a choice is made, 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. Moreover, 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.

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    File URL: http://www.feb.ugent.be/nl/Ondz/wp/Papers/wp_11_698.pdf
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    Bibliographic Info

    Paper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 11/698.

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    Length: 32 pages
    Date of creation: Jan 2011
    Date of revision:
    Handle: RePEc:rug:rugwps:11/698

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    Keywords: intention; choice; preference; consistency;

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    1. M. H. De Cannière & P. De Pelsmacker & M. Geuens, 2008. "Relationship Quality and the Theory of Planned Behavior Models of Behavioral Intentions and Purchase Behavior," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 08/492, Ghent University, Faculty of Economics and Business Administration.
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