Intention Superiority Perspectives on Preference-decision Consistency
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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- 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.
- De Cannière, Marie Hélène & De Pelsmacker, Patrick & Geuens, Maggie, 2009. "Relationship Quality and the Theory of Planned Behavior models of behavioral intentions and purchase behavior," Journal of Business Research, Elsevier, vol. 62(1), pages 82-92, January.
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