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There Are Many Reasons to Drive a BMW: Does Imagined Ease of Argument Generation Influence Attitudes?

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  • Wanke, Michaela
  • Bohner, Gerd
  • Jurkowitsch, Andreas

Abstract

The effects of imagined versus actual ease of self-generating product-related information were investigated. An ad invited recipients to name either one reason or 10 reasons for (against) choosing a BMW over a Mercedes. Participants who complied with the task experienced the retrieval of one reason as easier than the retrieval of 10 reasons. Participants who did not comply nevertheless imagined the former as easier than the latter. Independent of whether ease was actually experienced or merely imagined participants evaluated BMW more (less) favorably and Mercedes less (more) favorably when the retrieval was easy rather than difficult. Copyright 1997 by the University of Chicago.

Suggested Citation

  • Wanke, Michaela & Bohner, Gerd & Jurkowitsch, Andreas, 1997. "There Are Many Reasons to Drive a BMW: Does Imagined Ease of Argument Generation Influence Attitudes?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 170-177, September.
    • Handle: RePEc:oup:jconrs:v:24:y:1997:i:2:p:170-77
    DOI: 10.1086/209502
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    Cited by:

    1. Thierry Meyer & Arnaud Clavel & Julien Cestac, 2006. "Place of fuel consumption in the criteria of choice of vehicles (Individuals) [Place de la consommation de carburants dans les critères de choix des véhicules (Particuliers)]," Working Papers hal-03774665, HAL.
    2. Danielle J. Brick & Tanya L. Chartrand & Gavan J. Fitzsimons, 2017. "The Effects of Resources on Brand and Interpersonal Connection," Journal of the Association for Consumer Research, University of Chicago Press, vol. 2(1), pages 78-92.
    3. Shah, Purvi, 2020. "Managing customer reactions to brand deletion in B2B and B2C contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    4. Craig R. Fox, 2006. "The availability heuristic in the classroom: How soliciting more criticism can boost your course ratings," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 1, pages 86-90, July.
    5. Ganguli, Ina & Le Coq, Chloé & Huysentruyt, Marieke, 2018. "How Do Nascent Social Entrepreneurs Respond to Rewards? A Field Experiment on Motivations in a Grant Competition," SITE Working Paper Series 46, Stockholm School of Economics, Stockholm Institute of Transition Economics, revised 23 Nov 2020.
    6. David Silvera & FRANK R. KARDES & BRUCE E. PFEIFFER & ASHLEY R. ARSENA & R. JUSTIN GOSS, 2013. "Getting consumers to generate their own ad content: The impact of imagine instructions on persuasion," Working Papers 0202mkt, College of Business, University of Texas at San Antonio.
    7. Ina Ganguli & Marieke Huysentruyt & Chloé Le Coq, 2021. "How Do Nascent Social Entrepreneurs Respond to Rewards? A Field Experiment on Motivations in a Grant Competition," Management Science, INFORMS, vol. 67(10), pages 6294-6316, October.
    8. David H. Silvera & Frank R. Kardes & Bruce E. Pfeiffer & Ashley Rae Arsena & R. Justin Goss, 2013. "Getting Consumers To Generate Their Own Ad Content: The Impact Of Imagine Instructions On Persuasion," Working Papers 0208mkt, College of Business, University of Texas at San Antonio.
    9. Ina Ganguli & Marieke Huysentruyt & Chloe Le Coq, 2018. "How Do Nascent Social Entrepreneurs Respond to Rewards? A Field Experiment on Motivations in a Grant Competition," UMASS Amherst Economics Working Papers 2018-21, University of Massachusetts Amherst, Department of Economics.
    10. Tom G E Damen & Barbara C N Müller & Rick B van Baaren & Ap Dijksterhuis, 2015. "Re-Examining the Agentic Shift: The Sense of Agency Influences the Effectiveness of (Self)Persuasion," PLOS ONE, Public Library of Science, vol. 10(6), pages 1-9, June.
    11. Kelting, Katie & Berry, Christopher & van Horen, Femke, 2019. "The presence of copycat private labels in a product set increases consumers' choice ease when shopping with an abstract mindset," Journal of Business Research, Elsevier, vol. 99(C), pages 264-274.
    12. Guerin, Bernard, 2003. "Putting a radical socialness into consumer behavior analysis," Journal of Economic Psychology, Elsevier, vol. 24(5), pages 697-718, October.
    13. Heller, Jonas & Chylinski, Mathew & de Ruyter, Ko & Mahr, Dominik & Keeling, Debbie I., 2019. "Let Me Imagine That for You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability," Journal of Retailing, Elsevier, vol. 95(2), pages 94-114.
    14. Silvera, David H. & Pfeiffer, Bruce E. & Kardes, Frank R. & Arsena, Ashley & Justin Goss, R., 2014. "Using imagine instructions to induce consumers to generate ad-supporting content," Journal of Business Research, Elsevier, vol. 67(7), pages 1567-1572.
    15. Cheng, Peiyao & Zhang, Chao, 2023. "Show me insides: Investigating the influences of product exploded view on consumers’ mental imagery, comprehension, attitude, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    16. repec:cup:judgdm:v:1:y:2006:i::p:86-90 is not listed on IDEAS
    17. Ofir, Chezy & Raghubir, Priya & Brosh, Gili & Monroe, Kent B. & Heiman, Amir, 2008. "Memory-Based Store Price Judgments: The Role of Knowledge and Shopping Experience," Journal of Retailing, Elsevier, vol. 84(4), pages 414-423.

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