Wänke, M. and Bohner, G. and Jurkowitsch, A.. (1997) There are many reasons to drive a BMW : does imagined ease of argument generation influence attitudes? The journal of consumer research, Vol. 24, H. 2. pp. 170-177.
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Official URL: http://edoc.unibas.ch/dok/A5250743
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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.
| Faculties and Departments: | 07 Faculty of Psychology > Departement Psychologie > Ehemalige Einheiten Psychologie > Sozial- und Wirtschaftspsychologie (Wänke) |
|---|---|
| UniBasel Contributors: | Wänke, Michaela |
| Item Type: | Article, refereed |
| Article Subtype: | Research Article |
| Publisher: | University of Chicago Press |
| ISSN: | 0093-5301 |
| Note: | Publication type according to Uni Basel Research Database: Journal article |
| Last Modified: | 22 Mar 2012 14:25 |
| Deposited On: | 22 Mar 2012 13:47 |
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