What question did this study set out to answer?

To examine how brand names serve as heuristic cues within the heuristic-systematic model and determine how task importance and expectancy confirmation moderate product evaluations.

January 1, 1992Journal of Consumer Psychology

Brand name as a heuristic cue: The effects of task importance and expectancy confirmation on consumer judgments

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Authors

DMDurairaj MaheswaranUniversity of International Business DMDiane M. MackieUniversity of California, Santa Barbara SCShelly ChaikenSupélec

Discussion

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Implication

Experimental study demonstrates that task importance and attribute congruence regulate brand name reliance in consumer evaluations, indicating motivation moderates heuristic processing.

Key Points

To examine how brand names serve as heuristic cues within the heuristic-systematic model and determine how task importance and expectancy confirmation moderate product evaluations.
Presented participants with descriptions of a new product manipulating attribute importance (important vs. unimportant) and brand name valence (favorable vs. unfavorable) across congruent and incongruent pairings.
Manipulated accuracy motivation by altering the perceived importance of the evaluation task.
Low-task importance participants based product evaluations exclusively on brand name valence regardless of attribute importance.
High-task importance participants relied solely on attribute importance when attributes conflicted with brand valence, but integrated both brand valence and attribute information when they were congruent.

Cite This Study

Maheswaran et al. (1992) studied this question.

synapsesocial.com/papers/6a1554eab03a896dfa820cc6 https://doi.org/10.1016/s1057-7408(08)80058-7

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Implication

Experimental study demonstrates that task importance and attribute congruence regulate brand name reliance in consumer evaluations, indicating motivation moderates heuristic processing.

Brand name as a heuristic cue: The effects of task importance and expectancy confirmation on consumer judgments

Discussion

Member takes

Implication

Key Points

Cite This Study

Brand name as a heuristic cue: The effects of task importance and expectancy confirmation on consumer judgments

Discussion

Member takes

Implication

Key Points

Cite This Study

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