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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 (2011) Proceedings of the La Londe Consumer Behavior Conference 2011.
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.
Please use this url to cite or link to this publication:
author
organization
year
type
conference
publication status
published
subject
in
Proceedings of the La Londe Consumer Behavior Conference 2011
editor
Michel Pham and Siegfried Dewitte
pages
25 pages
publisher
Ghent University, Department of Marketing
place of publication
Ghent, Belgium
conference name
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
conference location
La Londe les Maures, France
conference start
2011-05-31
conference end
2011-06-03
language
English
UGent publication?
yes
classification
C1
copyright statement
I have retained and own the full copyright for this publication
id
2047582
handle
http://hdl.handle.net/1854/LU-2047582
date created
2012-02-27 15:41:17
date last changed
2017-01-02 09:53:10
@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},
}

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.