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Intention Superiority Perspectives on Preference-decision Consistency

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  • A. VAN KERCKHOVE
  • M. GEUENS
  • I. VERMEIR

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.

Suggested Citation

  • A. Van Kerckhove & M. Geuens & I. Vermeir, 2011. "Intention Superiority Perspectives on Preference-decision Consistency," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 11/698, Ghent University, Faculty of Economics and Business Administration.
    • Handle: RePEc:rug:rugwps:11/698
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