Abstract
This study examines consumer information processing heuristics in the context of ambient task complexity. Individual consumers are often called upon to make evaluations of product and advertising stimuli while ambient events not directly related to the purchase at hand may enter the evaluative process and influence the way evaluations are made. Subjects facing a more complex task due to ambient events were found to evaluate the target stimulus in a way that was more consistent with category-based rather than piecemeal processing. Additionally, the findings provide considerable evidence for stereotype-driven evaluations and processing of attribute information. The theoretical and practical implications of this research are discussed. © 1999 John Wiley & Sons, Inc.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
