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Intention superiority as a mechanism of the question-behavior effect

Anneleen Van Kerckhove (UGent) , Maggie Geuens (UGent) and Iris Vermeir (UGent)
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Abstract
This paper investigates the mere measurement effect from an intention superiority perspective. Relying on the dynamic processes that characterize intention-related information in memory, the first study shows that a brand tied to an intention remains in a heightened state of activation until choice, after which it becomes inhibited. Competitive brands that are distracting from intention completion are inhibited prior to the completion of the intention. These changes in brand activation drive the mere measurement effect. Two additional studies show that intention superiority can explain findings that cannot be accounted for by traditional theoretical explanations, such as increased choice of the preferred brand after activation of a negatively evaluated brand and decreased choice of the preferred brand when consumers make two subsequent choices.

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Chicago
Van Kerckhove, Anneleen, Maggie Geuens, and Iris Vermeir. 2011. “Intention Superiority as a Mechanism of the Question-behavior Effect.” In Proceedings of the La Londe Consumer Behavior Conference 2011, ed. Michel Pham and Siegfried Dewitte. Ghent, Belgium: Ghent University, Department of Marketing.
APA
Van Kerckhove, A., Geuens, M., & Vermeir, I. (2011). Intention superiority as a mechanism of the question-behavior effect. In M. Pham & S. Dewitte (Eds.), Proceedings of the La Londe Consumer Behavior Conference 2011. Presented at the The 2011 La Londe Conference : The 38th International Research Conference in Marketing organized by the Aix Graduate School of Management : Marketing Communications and Consumer Behavior, Ghent, Belgium: Ghent University, Department of Marketing.
Vancouver
1.
Van Kerckhove A, Geuens M, Vermeir I. Intention superiority as a mechanism of the question-behavior effect. In: Pham M, Dewitte S, editors. Proceedings of the La Londe Consumer Behavior Conference 2011. Ghent, Belgium: Ghent University, Department of Marketing; 2011.
MLA
Van Kerckhove, Anneleen, Maggie Geuens, and Iris Vermeir. “Intention Superiority as a Mechanism of the Question-behavior Effect.” Proceedings of the La Londe Consumer Behavior Conference 2011. Ed. Michel Pham & Siegfried Dewitte. Ghent, Belgium: Ghent University, Department of Marketing, 2011. Print.
@inproceedings{2047582,
  abstract     = {This paper investigates the mere measurement effect from an intention superiority perspective. Relying on the dynamic processes that characterize intention-related information in memory, the first study shows that a brand tied to an intention remains in a heightened state of activation until choice, after which it becomes inhibited. Competitive brands that are distracting from intention completion are inhibited prior to the completion of the intention. These changes in brand activation drive the mere measurement effect. Two additional studies show that intention superiority can explain findings that cannot be accounted for by traditional theoretical explanations, such as increased choice of the preferred brand after activation of a negatively evaluated brand and decreased choice of the preferred brand when consumers make two subsequent choices.},
  author       = {Van Kerckhove, Anneleen and Geuens, Maggie and Vermeir, Iris},
  booktitle    = {Proceedings of the La Londe Consumer Behavior Conference 2011},
  editor       = {Pham, Michel  and Dewitte, Siegfried },
  language     = {eng},
  location     = {La Londe les Maures, France},
  pages        = {25},
  publisher    = {Ghent University, Department of Marketing},
  title        = {Intention superiority as a mechanism of the question-behavior effect},
  year         = {2011},
}