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Low-Involvement Learning: Memory without Evaluation

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  • Hawkins, Scott A
  • Hoch, Stephen J

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.

Suggested Citation

  • Hawkins, Scott A & Hoch, Stephen J, 1992. " Low-Involvement Learning: Memory without Evaluation," Journal of Consumer Research, Oxford University Press, vol. 19(2), pages 212-225, September.
  • Handle: RePEc:oup:jconrs:v:19:y:1992:i:2:p:212-25
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    File URL: http://dx.doi.org/10.1086/209297
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    1. repec:eee:touman:v:33:y:2012:i:1:p:38-49 is not listed on IDEAS
    2. Matthew Ellman & Fabrizio Germano, "undated". "What Do the Papers Sell?," Working Papers 149, Barcelona Graduate School of Economics.
    3. Szymanowski, M.G., 2009. "Consumption-based learning about brand quality : Essays on how private labels share and borrow reputation," Other publications TiSEM b12825d8-5e21-4437-adda-b, Tilburg University, School of Economics and Management.
    4. 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.
    5. Peter M. DeMarzo & Dimitri Vayanos & Jeffrey Zwiebel, 2003. "Persuasion Bias, Social Influence, and Unidimensional Opinions," The Quarterly Journal of Economics, Oxford University Press, vol. 118(3), pages 909-968.
    6. Moorthy, Sridhar & Hawkins, Scott A., 2005. "Advertising repetition and quality perception," Journal of Business Research, Elsevier, vol. 58(3), pages 354-360, March.
    7. 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.
    8. Kim Kaivanto, 2014. "Visceral emotions, within-community communication, and (ill-judged) endorsement of financial propositions," Working Papers 69123498, Lancaster University Management School, Economics Department.
    9. Nickolay V. Moshkin & Ron Shachar, 2002. "The Asymmetric Information Model of State Dependence," Marketing Science, INFORMS, pages 435-454.
    10. Kronrod, Ann & Lowrey, Tina M., 2016. "Tastlé-Nestlé, Toogle-Google: The effects of similarity to familiar brand names in brand name innovation," Journal of Business Research, Elsevier, vol. 69(3), pages 1182-1189.
    11. Wendy Green, 2008. "Does repetition impair auditors' judgments?," Managerial Auditing Journal, Emerald Group Publishing, vol. 23(8), pages 724-743, September.
    12. 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.
    13. 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.
    14. Sha Yang & Anindya Ghose, 2010. "Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?," Marketing Science, INFORMS, vol. 29(4), pages 602-623, 07-08.

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