The Impact of Subtle Environmental Cues on Product Attitude Predictions

29 Pages Posted: 31 Aug 2005

See all articles by Luk Warlop

Luk Warlop

KU Leuven - Faculty of Business and Economics (FEB); BI Norwegian Business School

Davy Lerouge

Tilburg University - Department of Marketing

Date Written: 2004

Abstract

For many product decisions, consumers predict the product attitudes of other persons. These predictions are typically made in retailing environments consisting of many cues that passively activate mental concepts. We investigate if and how these externally activate concepts influence attitude predictions. Depending on the activated concept, we distinguish two possible processes that might bias the predictions: retrieval and comparison. In study 1 and 2, subtle primed trait concepts are found to elicit a process that selectively retrieves trait congruent prediction cues, ultimately leading to assimilation effects. When extreme exemplars are externally activated, like in study 3, comparison processes are observed, resulting in a contrast effect on the attitude predictions.

Suggested Citation

Warlop, Luk and Lerouge, Davy, The Impact of Subtle Environmental Cues on Product Attitude Predictions (2004). Available at SSRN: https://ssrn.com/abstract=667942 or http://dx.doi.org/10.2139/ssrn.667942

Luk Warlop (Contact Author)

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

BI Norwegian Business School ( email )

Nydalsveien 37
Oslo, 0442
Norway

Davy Lerouge

Tilburg University - Department of Marketing ( email )

Tilburg, 5000 LE
Netherlands

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