Featured Research

from universities, journals, and other organizations

I like it, but I don't know why: How does conditioning affect consumer choice?

Date:
May 19, 2010
Source:
University of Chicago Press Journals
Summary:
Even when they are exposed to conflicting information about products, consumers are greatly affected by images attached to brands, according to a new study.

Even when they are exposed to conflicting information about products, consumers are greatly affected by images attached to brands, according to a new study in the Journal of Consumer Research.

"On any given day a consumer is repeatedly exposed to brands that are paired with various images in one form or another -- from logos on the sides of buildings to televised commercials," write authors Melanie Dempsey (Ryerson University) and Andrew A. Mitchell (University of Toronto). "Although the consumer may not be able to recall brand claims or even the brand name itself, the consumer might have been left with a positive feeling, one which he or she may not even be consciously aware."

The authors set out to determine what would happen when consumers were conditioned to like or dislike brands and then exposed to conflicting product information. To create this effect, they used an evaluative conditioning task, where hundreds of images of several hypothetical brands, pictures, and words were randomly presented, individually and in pairs, on a computer screen. During the task, one target brand was paired with 20 negative images and words and the other target brand was paired with 20 positive images and words. "The participants were unable to recognize that a particular brand had been paired with either negative or positive images. Therefore, we were able to create an 'I like it, but I don't know why' effect," the authors write.

In a follow-up experiment, the researchers presented participants with product attribute information that contradicted their earlier impressions about pens. "We found that they selected the pen with the inferior attributes that was positively conditioned even though the product attribute information was available in memory," the authors explain.

Further experiments found that even "highly motivated" participants were unable to overcome the conditioning. "Choice decisions of consumers are not only determined by evaluations of rational information (product attributes) but are also driven by forces that are generally outside of rational control," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Melanie Dempsey and Andrew A. Mitchell. The Influence of Implicit Attitudes on Consumer Choice when Confronted with Conflicting Product Attribute Information. Journal of Consumer Research, December 2010

Cite This Page:

University of Chicago Press Journals. "I like it, but I don't know why: How does conditioning affect consumer choice?." ScienceDaily. ScienceDaily, 19 May 2010. <www.sciencedaily.com/releases/2010/05/100518113226.htm>.
University of Chicago Press Journals. (2010, May 19). I like it, but I don't know why: How does conditioning affect consumer choice?. ScienceDaily. Retrieved August 29, 2014 from www.sciencedaily.com/releases/2010/05/100518113226.htm
University of Chicago Press Journals. "I like it, but I don't know why: How does conditioning affect consumer choice?." ScienceDaily. www.sciencedaily.com/releases/2010/05/100518113226.htm (accessed August 29, 2014).

Share This




More Science & Society News

Friday, August 29, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Who Could Be Burnt by WHO's E-Cigs Move?

Who Could Be Burnt by WHO's E-Cigs Move?

Reuters - Business Video Online (Aug. 28, 2014) The World Health Organisation has called for the regulation of electronic cigarettes as both tobacco and medical products. Ciara Lee looks at the impact of the move on the tobacco industry. Video provided by Reuters
Powered by NewsLook.com
JPMorgan Chase Confirms Possible Cyber Attack

JPMorgan Chase Confirms Possible Cyber Attack

Reuters - US Online Video (Aug. 28, 2014) Attackers stole checking and savings account information and lots of other data from JPMorgan Chase, according to the New York Times. Other banks are believed to be victims as well. Fred Katayama reports. Video provided by Reuters
Powered by NewsLook.com
CDC Director On Ebola Outbreak: 'It's Worse Than I Feared'

CDC Director On Ebola Outbreak: 'It's Worse Than I Feared'

Newsy (Aug. 28, 2014) CDC director Tom Frieden says the Ebola outbreak is even worse than he feared. But he also said there's still hope to contain it. Video provided by Newsy
Powered by NewsLook.com
UN: Ebola Cases Could Eventually Reach 20,000

UN: Ebola Cases Could Eventually Reach 20,000

AP (Aug. 28, 2014) The Ebola outbreak in West Africa eventually could exceed 20,000 cases, more than six times as many as are known now, the World Health Organization said as the US announced plans to test an experimental Ebola vaccine. (Aug. 28) Video provided by AP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins