Journal of Consumer Research 1997-1998 Volume 24 Author Index A preferences often are labile. That is, preferences can be reversed depending on factors such as how the preference is elicited. In AAKER, Jennifer L. and Durairaj MAHESWARAN three studies, we examine the effect of familiarity in two prefer- (1997), The Effect of Cultural Orientation on Persua- ence-elicitation tasks, choice and matching judgments. We provide sion (December), 315-328. evidence of an interaction between familiarity and response mode (choice or matching) in each study. In study 3, we test the explana- The objective of this research is to assess the cross-cultural gener- tion that preference reversals may occur when the interaction of alizability of persuasion effects predicted by dual process models. response mode with product-category familiarity leads to system- In two experiments, the impact of motivation, congruity of persua- atic changes in attribute weighting. sive communication and the diagnosticity of heuristic cues on the processing strategies and product evaluations of members of a collectivist culture were compared with findings documented in D past research in individualist cultures. This research supports the DHAR, Ravi (1997), Consumer Preference for a No- view that perceptual differences in cue diagnosticity account for Choice Option (September), 215-231. systematic differences in persuasive effects across cultures. It is also suggested that existing theoretical frameworks, specifically The traditional focus in the decision-making literature has been the dual process models of persuasion, are robust across cultures on understanding how consumers choose among a given set of and can help predict and explain cultural differences. alternatives. The notion that preference uncertainty may lead to choice deferral when no single alternative has a decisive advantage B is tested in seven studies. Building on recent research, the article shows that the decision to defer choice is influenced by the abso- BLOCK, Lauren G. see Keller, Punam Anand (December lute difference in attractiveness among the alternatives provided 1997) and is not consistent with trade-off difficulty or the theory of search. These findings are then extended to show that choice BOHNER, Gerd see Wianke, Michaela (September 1997) deferral can also be modified for the same alternatives by manipu- BRIESCH, Richard A., Lakshman KRISHNAMURTHI, lations that make them appear more similar in attractiveness, or Tridib MAZUMDAR, and S. P. RAJ (1997), A that decrease the need to differentiate among them. The results Comparative Analysis of Reference Price Models are consistent with the notion that preference uncertainty results in a hesitation to commit to any single action since small differ- (September), 202-214. ences in attractiveness among the alternatives are potentially re- The effect of reference price on brand choice decisions has been versible. Consistent with this premise, the effect of attractiveness well documented in the literature. Researchers, however, have difference on choice deferral decreased significantly when subjects differed in their conceptualizations and, therefore, in their model- were first allowed to practice making monetary trade-offs among ing of reference price. In this article, we evaluate five alternative the available alternatives. modeis of reference price of which two are stimulus based (i.e., based on information available at the point-of-purchase) and three E that are memory based (i.e., based on price history and/or other contextual factors). We calibrate the models using scanner panel EDELL, Julie A. see Garbarino, Ellen C. (September data for peanut butter, liquid detergent, ground coffee, and tissue. 1997) To account for heterogeneity in mode] parameters, we employ a latent class approach and select the best segmentation scheme for EDELL, Julie A. see Shiv, Baba (December 1997) each model. The best model of reference price is then selected on the basis of fit and prediction. as well as on the basis of parsimony F in cases where the fits of the models are not very different. In all four categories, we find that the best reference price model is a FOURNIER, Susan (1998), Consumers and Their Brands: memory-based model, namely, one that is based on the brand’s Developing Relationship Theory in Consumer Re- own price history. In the liquid detergent category, however, we search (March), 343-373. find that one of the stimulus-based models, namely, the current price of a previously chosen brand, also performs fairly well. We Although the relationship metaphor dominates contemporary mar- discuss the implications of these findings. keting thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the cuusumer products domain, particularly at the level of the brand. In this article, the c author: (1) argues for the validity of the relationship proposition COUPEY, Eloise, Julie R. IRWIN, and John W. PAYNE in the consumer-brand context, including a debate as to the legiti- (1998), Product Category Familiarity and Preference macy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand Construction (March), 459-468. bonds; (2) provides a framework for characterizing and better Marketers often base decisions about marketing strategies on the understanding the types of relationships consumers form with results of research designed to elicit information about consumers’ brands; and (3) inducts from the data the concept of brand relation- preferences. A large body of research indicates, however, that ship quality, a diagnostic tool for conceptualizing and evaluating JOURNAL OF CONSUMER RESEARCH relationship strength. Three in-depth case studies inform this ment, our model details the underlying stages in the process of agenda, their interpretation guided by an integrative review of knowledge transfer and identifies key factors influencing the na- the literature on person-to-person relationships. Insights offered ture and outcome of each stage. Applying our model to several through application of inducted concepts to two relevant research consumer behavior contexts, we demonstrate its utility both as a domains—brand loyalty and brand personality—are advanced in tool for enhancing our understanding of knowledge transfer and closing. The exercise is intended to urge fellow researchers to a a productive guide to future research on consumer learning. refine, test, and augment the working hypotheses suggested herein GREGAN-PAXTON, Jennifer and Deborah Roedder and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers’ lived experi- JOHN (1997), The Emergence of Adaptive Decision ences with the brands. Making in Children (June), 43-56. How do children become adaptive decision makers in complex G environments? Though we know that adult-like abilities are pres- ent by age 11 or 12, and that children younger than this often GARBARINO, Ellen C. and Julie A. EDELL (1997), fail to adapt, we know virtually nothing about the mechanisms Cognitive Effort, Affect, and Choice (September), responsible for this development. In this article, we explore the 147-158. obstacles that confront young children as they attempt to adapt to complex decision tasks. We focus on the possibility that younger This article examines cognitive effort and its influence on choice children’s failures might be linked to a fairly simple obstacle, outcomes through process-induced negative affect. We propose such as being insensitive to the cost or effort involved in pursuing that an alternative that requires more cognitive effort to evaluate alternative strategies for making decisions. This possibility was leads the decision maker to generate more negative affect and to tested in an experimental setting, with children aged seven to choose that alternative less frequently than an alternative that is 11 years, in which children’s decision-making strategies were less effortful to evaluate. Two studies demonstrate that when dif- monitored as they made choices from increasingly complex infor- ferent levels of effort are expended processing equivalent alterna- mation boards in the presence or absence of imposed costs for tives, the effort adversely affects choice of the more difficult to gathering information from the boards. Our results indicate that process alternatives. More respondents, especially those with less age differences in adaptivity can be eliminated with the imposition skill at the evaluation task, selected a brand and expressed a of search costs, implicating sensitivity to decision-making costs greater willingness to pay a premium for it when it was less as a major contributor to the development of adaptivity in complex effortful to evaluate. The second study shows that more negative environments. affect was generated as the cognitive effort increased, lowering the likelihood of the difficult alternative being selected. The extent of negative affect generated was exaggerated under time pressure H and increased the choice of the less difficult alternative. Although HAYTKO, Diana L. see Thompson, Craig J. (June 1997) negative affect was generated, it did not influence choice when there was a clearly superior alternative. HECKLER, Susan E. see Shapiro, Stewart (June 1997) GILL, Ravi see Hui, Michael K. (March 1998) HUI, Michael K., Mrugank V. THAKOR, and Ravi GILL GOURVILLE, John T. (1998), Pennies-a-Day: The Effect (1998), The Effect of Delay Type and Service Stage of Temporal Reframing on Transaction Evaluation on Consumers’ Reactions to Waiting (March), 469- (March), 395-408. 479. To increase transaction compliance, marketers sometimes tempo- This study considers the interaction effect of service stage (con- rally reframe the cost of a product from an aggregate one-time ceptualized as the distance to the goal state of the service encoun- expense to a series of small ongoing expenses, often in spite of the ter) and delay type (procedural, correctional, and unknown) on fact that the physical payments remain aggregated. This temporal consumers’ reactions to waiting. Field theory suggests that the reframing is identified in this article as the ‘‘pennies-a-day”’ further away a delay occurs from the goal state of the service (PAD) strategy. A two-step consumer decision-making process of encounter, the more negative its impact will be on consumers. (1) comparison retrieval and (2) transaction evaluation is posited The anticipatory model, however, suggests that the direction of to explain the effectiveness of this strategy. In a series of labora- the impact should be the other way around. Results obtained from tory studies, general support for PAD effectiveness across a range an experimental study confirm that the nature of the delay, in of product categories and specific support for the proposed two- terms of whether it constitutes a threat to the successful completion step model was found. The PAD framing of a target transaction of a task or not, moderates the impact of service stage (i.e., how is shown to systematically foster the retrieval and consideration close to the goal state the delay occurs) on consumers’ reactions of small ongoing expenses as the standard of comparison, whereas to the wait. an aggregate framing of that same transaction is shown to foster HUTCHINSON, J. Wesley see Veryzer, Robert W., Jr. the retrieval and consideration of large infrequent expenses. This difference in retrieval is shown to significantly influence subse- (March 1998) quent transaction evaluation and compliance. GREGAN-PAXTON, Jennifer and Deborah Roedder I JOHN (1997), Consumer Learning by Analogy: A INMAN, J. Jeffrey, Anil C. PETER, and Priya RAGHU- Model of Internal Knowledge Transfer (December), BIR (1997), Framing the Deal: The Role of Restric- 266-284. tions in Accentuating Deal Value (June), 68-79. Although knowledge transfer has been found to be an important We propose that consumers use the presence of a restriction (i.e., learning mechanism in several consumer behavior domains, our purchase limit, purchase precondition, or time limit) as a source understanding of the nature and scope of the transfer process is of information to evaluate a deal. In a series of four studies we still in its infancy. In this article, we develop a conceptual model present evidence suggesting that restrictions serve to accentuate to explain how previously acquired knowledge is transferred in deal value and act as ‘‘promoters’’ of promotions. We begin by the process of consumer learning. Augmenting analogical learning using aggregate level scanner data to test our hypothesis that a theory with research on expertise effects and conceptual develop- sales restriction (e.g., ‘‘limit X per customer’’) results in higher VOLUME 24 AUTHOR INDEX 483 sales. Via three subsequent experiments, we then investigate con- allocation and persuasion for vivid information, and a positive textual and individual factors moderating this effect. Study 2 sug- linear relationship between resource allocation and persuasion for gests that restrictions only have a positive effect for low need for nonvivid information when vivid information is less resource de- cognition individuals. Study 3 explores the potential mediating manding than nonvivid information. This persuasion pattern is role of deal evaluations on purchase intent across discount levels. reversed in experiment 4, where nonvivid information is less re- Study 4 examines the effect of three types of restrictions (purchase source demanding than vivid information; that is, there is an in- limits, time limits, and purchase preconditions) across discount verted-U relationship for nonvivid information, and a positive levels and explores the underlying beliefs driving these effects. linear relationship for vivid information. The contrasting persua- An integrative model across studies demonstrates the robustness sion functions for vivid and nonvivid information can predict of the restriction effect and supports the premise that restrictions when vivid information will be more versus less persuasive than work through signaling value. Implications for how consumers nonvivid information. determine promotional value are discussed. KIRBY, Patrick N. see Schindler, Robert M. (September IRWIN, Julie R. see Coupey, Eloise (March 1998) 1997) KRISHNAMURTHI, Lakshman see Briesch, Richard A. J (September 1997) JACOBY, Jacob see Johar, Gita Venkataramani (Septem- ber 1997) 7 JEDIDI, Kamel see Johar, Gita Venkataramani (Septem- LOWREY, Tina M. see Otnes, Cele (June 1997) ber 1997) LUCE, Mary Frances (1998), Choosing to Avoid: Coping JOHAR, Gita Venkataramani, Kamel JEDIDI, and Jacob with Negatively Emotion-Laden Consumer Deci- JACOBY (1997), A Varying-Parameter Averaging sions (March), 409-433. Model of On-Line Brand Evaluations (September), This article addresses how consumers resolve decisions involving 232-248. conflict between attributes linked to highly valued goals, such as Consumer evaluations of new brands evolve over time as informa- an automobile purchase decision requiring determination of how tion is acquired. We conceptualize the extent to which evaluations much safety one is willing to sacrifice in order to obtain other are updated in terms of the weight given to new information benefits. One salient goal for these decisions may be coping with during information integration. Based on information processing or minimizing the negative emotion generated during decision theory, we derive hypotheses regarding the weights given to new making. The conceptual framework developed in this article pre- information under different processing ability conditions. We then dicts that choosing avoidant options (e.g., the option to maintain develop a varying-parameter averaging model that captures the the status quo) can satisfy coping goals by minimizing explicit hypothesized moderating effects of processing ability (i.e., time confrontation of negative potential decision consequences and dif- pressure and knowledge) and also takes into account order effects. ficult trade-offs. Two experiments demonstrate that reported emo- Scale values and weights for information items are derived by tion can be altered by manipulating decision attributes, that the estimating the model using continuous evaluations obtained in a opportunity to choose an avoidant option mitigates levels of re- process-tracing experiment that allows subjects to access informa- ported emotion, and that increasingly emotion-laden decision en- tion that they desire in any order. Results from model estimation vironments are associated with more choice of avoidant options. support the hypothesis that compared with prior evaluations new Mediation analyses indicate that actual choice of an avoidant op- information plays a larger role in evaluations of high (vs. low) tion results in less retrospective negative emotion (in experiment ability subjects. Estimating order effects on weights when order 1) and that increased initial negative emotion results in increased is endogenous, we find a recency effect such that information choice of avoidant options (in experiment 2). Mediation analyses seen later is given a greater weight than information seen earlier. for experiment 2 also indicate that increased response times medi- However, this recency effect is reduced as category knowledge ate avoidant choice, in contrast to explanations of the status quo increases. We discuss the theoretical and methodological contribu- bias and similar choice phenomena that appeal to decision makers’ tions of this research. desires to minimize cognitive effort. JOHAR, Gita Venkataramani see Pham, Michel Tuan M (December 1997) MACINNIS, Deborah J. see Shapiro, Siewart (June 1997) JOHN, Deborah Roedder see Gregan-Paxton, Jennifer MAHESWARAN, Durairaj see Aaker, Jennifer L. (De- (December 1997) cember 1997) JOHN, Deborah Roedder see Gregan-Paxton, Jennifer MAZUMDAR, Tridib see Briesch, Richard A. (Septem- (June 1997) ber 1997) JOHNSON, Eric J. see Sen, Sankar (June 1997) MEYERS-LEVY, Joan and Alice M. TYBOUT (1997), JURKOWITSCH, Andreas see Wanke, Michaela (Sep- Context Effects at Encoding and Judgment in Con- tember 1997) sumption Settings: The Role of Cognitive Resources (June), 1-14. K When consumers learn about a new product, cues in the sur- KELLER, Punam Anand and Lauren G. BLOCK (1997), rounding context have been found to bias their response to the Vividness Effects: A Resource-Matching Perspective product in two ways. In some instances, judgments of the product (December), 295-304. are assimilated toward the affect or descriptive implications asso- ciated with the context, whereas in other circumstances, responses The authors present a resource-matching perspective to explain the are contrasted with or adjusted away from the context. We exam- relationship between vividness and persuasion. Three experiments ine how cognitive resources influence whether assimilation or confirm the predicted inverted-U relationship between resource contrast occurs and when such context effects are reflected in JOURNAL OF CONSUMER RESEARCH subsequent judgments. Building on a model developed by Martin to process the ad equal to, in excess of, or inadequate compared and his colleagues, we propose that assimilation will occur sponta- with those that motivated viewers have available for processing neously during encoding. Contrast will occur only when this con- the ad. textual influence is viewed as inappropriate and efforts to partial PETER, Anil C. see Inman, J. Jeffrey (June 1997) out the context result in overcorrection. These encoding effects of context should be evident in later judgments when the nature PHAM, Michel Tuan and Gita Venkataramani JOHAR of either the judgment task or consumers’ predisposition toward (1997), Contingent Processes of Source Identifica- effortful thought encourage retrieval of the context encoded infor- tion (December), 249-265. mation. The results of two experiments support our predictions and lead to a modified version of Martin’s model. In this model, Effective communication requires that consumers attribute the the cognitive resources available at encoding determine the type of message content to its intended source. The proposed framework context effect and the cognitive resources at judgment determine distinguishes four types of source identification processes—cued whether the encoding effect of context will be reflected in product retrieval, memory-trace refreshment, schematic inferencing, and evaluations. pure guessing—and delineates their contingencies. Two experi- ments examine portions of the framework, and experiment 2 intro- MEYERS-LEVY, Joan see Peracchio, Laura A. (Septem- duces a new methodology for decomposing multiple processes. ber 1997) Findings suggest that when cued retrieval fails, consumers try to MYERS, John G. see Strahilevitz, Michal (March 1998) refresh the original memory trace for the learning episode—a process that is effortful. They invoke schematic inferencing only if the original memory trace cannot be refreshed. Reliance on O cued retrieval seems to require little processing capacity. If there O’GUINN, Thomas C. see Shrum, L. J. (March 1998) is some motivation for accuracy, pure guessing appears to be invoked only as a last resort. OTNES, Cele, Tina M. LOWREY, and L. J. SHRUM (1997), Toward an Understanding of Consumer Am- PIETERS, Rik see Rosbergen, Edward (December 1997) bivalence (June), 80-93. PRELEC, Drazen, Birger WERNERFELT, and Florian ZETTELMEYER (1997), The Role of Inference in A case study of wedding planning is used to explore the concept of consumer ambivalence. Focus groups, in-depth interviews, and Context Effects: Inferring What You Want from shopping trips were employed to generate text. A formal definition What Is Available (June), 118-126. of consumer ambivalence is provided. Our analysis revealed four It has recently been suggested that a number of experimental antecedents of consumer ambivalence: expectation versus reality, findings of context effects in choice settings can be explained by overload, role conflict with purchase influencers, and custom and the ability of subjects to draw choice-relevant inferences from the value conflict. These antecedents were then linked to particular stimuli. We aim to measure the importance of this explanation. coping strategies that informants employed to manage the ambiva- To do so, inferences are assessed in an experiment using the basic lence that was generated. Suggestions of how future research context-effect design, supplemented by direct measures of inferred might explore consumer ambivalence are offered. locations of available products on the price-quality Hotelling line. We use these measures to estimate a predicted context effect due P to inference alone. For our stimuli, we find that the inference effect accounts for two-thirds of the average magnitude of the PALAN, Kay M. and Robert E. WILKES (1997), Adoles- context effect and for about one-half of the cross-category context- cent-Parent Interaction in Family Decision Making effect variance. (September), 159-169. This article presents a classification of both adolescent influence R strategies and parental response strategies, developed from in- RAGHUBIR, Priya see Inman, J. Jeffrey (June 1997) depth interviews with adolescents, mothers, and fathers. {n addi- tion, the perceived effectiveness of adolescent influence strategies RAJ, S. P. see Briesch, Richard A. (September 1997) is examined, revealing that adolescents are most successful in RICHINS, Marsha L. (1997), Measuring Emotions in the their influence attempts when they emulate adult strategies. Impli- cations of these findings for future research are discussed. Consumption Experience (September), 127-146. PAYNE, John W. see Coupey, Eloise (March 1998) Although consumption-related emotions have been studied with increasing frequency in consumer behavior, issues concerning the PAYNE, John W. see Shiv, Baba (December 1997) appropriate way to measure these emotions remain unresolved. PERACCHIO, Laura A. and Joan MEYERS-LEVY This article reviews the emotion measures currently used in con- sumer research and the theories on which they are based; it con- (1997), Evaluating Persuasion-Enhancing Tech- cludes that the existing measures are unsuited for the purpose of niques from a Resource-Matching Perspective (Sep- measuring consumption-related emotions. The article describes six tember), 178-191. empirical studies that assess the domain of consumption-related emotions, that identify an appropriate set of consumption emotion This article examines how two ad execution characteristics in- descriptors (the CES), and that compare the usefulness of this tended to heighten persuasion can influence the resources required descriptor set with the usefulness of other measures in assessing to process an ad under high and low motivation conditions. These consumption-related emotions. ad execution characteristics include (1) whether the ad copy is narrative or factual and (2) whether the ad layout either physically ROSBERGEN, Edward, Rik PIETERS, and Michel integrates or separates the ad picture and ad claims. Results reveal WEDEL (1997), Visual Attention to Advertising: A that under low motivation, persuasion is unaffected by these two Segment-Level Analysis (December), 305-314. execution characteristics but instead is affected by heuristic as- pects of the ad photo. Under high motivation, whether persuasion We propose a methodology to study the effects of physical ad is heightened or undermined appears to depend on the extent to properties on consumers’ visual attention to advertising that ac- which the ad execution characteristics render the resources needed counts for heterogeneity in these effects across consumers. In an VOLUME 24 AUTHOR INDEX 485 illustrative experiment, we monitor consumers’ eye movements This article examines the effects of negative and positive framing during naturalistic exposure to a consumer magazine, in which of ad claims on consumers’ choices and attitudes. Propositions experimentally designed ads are inserted. A latent class regression about how the extent of processing before choice affects the rela- model accounting for heterogeneity across censumers through un- tive impact of claims-related versus advertising tactics-related observed segments is used to analyze the eye movement data in cognitions are tested in three experiments. Findings suggest that detail. Three consumer segments are identified that exhibit distinct when processing is limited, claims-related cognitions have a patterns of visual attention as well as different profiles of product greater impact on choice, which results in the sponsoring brand involvement, brand attitude, and advertising recall. Implications being chosen more often when the ad claims are negatively framed for visual attention theory and for advertising research are dis- than when they are positively framed. When respondents engage cussed. in more extensive processing before choice, tactics-related cogni- tions become more accessible and, if perceived to be unfair, result in an attenuation of the advantage of negative framing over posi- S tive framing. A different pattern of results is obtained when one SCHINDLER, Robert M. and Patrick N. KIRBY (1997), examines brand attitudes rather than brand choice. Patterns of Rightmost Digits Used in Advertised SHRUM, L. J., Robert S., WYER, Jr., and Thomas C. Prices: Implications for Nine-Ending Effects (Sep- O’GUINN (1998), The Effects of Television Con- tember), 192-201. sumption on Social Perceptions: The Use of Priming Analysis of the rightmost digits of selling prices in a sample of Procedures to Investigate Psychological Processes retail price advertisements confirmed past findings indicating the (March), 447-458. overrepresentation of the digits 0, 5, and 9. The high cognitive accessibility of round numbers can account for the overrepresenta- Two studies investigated the extent to which heavy television tion of 0- and 5-ending prices and suggests the existence of two viewing affects consumers’ perceptions of social reality and the effects that could account for the overrepresentation of 9-ending cognitive processes that underlie these effects. Both studies found prices: (1) a tendency of consumers to perceive a 9-ending price evidence that heavy viewers’ beliefs about social reality are more as a round-number price with a small amount given back and (2) consistent with the content of television programming than are a tendency of consumers to underestimate a 9-ending price by those of light viewers. The use of a priming methodology provided encoding it as the first round number evoked during incomplete support for the notion that television is a causal factor in the left-to-right processing. Analysis of the patterns of rightmost digits formation of these beliefs and that a failure to discount television- observed in the sample provides supportive evidence particularly based exemplars in forming these beliefs accounts for its influence. for the second of these two 9-ending effects. Implications of these results for a heuristic processing model of television effects are discussed. SEN, Sankar and Eric J. JOHNSON (1997), Mere-Posses- sion Effects without Possession in Consumer Choice SHRUM, L. J. see Otnes, Cele (June 1997) (June), 105-117. STIVING, Mark and Russell S. WINER (1997), An Em- In this article we examine whether and why preference for a pirical Analysis of Price Endings with Scanner Data good produced by its mere and arbitrary possession (i.e., a mere- (June), 57-67. possession effect) occurs even in the absence of actual possession. In two experiments, we demonstrate that merely possessing a Several consumer behavior theories have been offered to explain coupon for a product, as opposed to the actual product, can in- the preponderance of prices that end in the digit 9. This study crease consumers’ preference for that option over its competitors’ attempts to incorporate these proposed behaviors into the implicit in real choices from meaningfully comparable choice sets. In addi- utility function of consumer choice models, resulting in both a tion, a characterization of the cognitive processes underlying this more accurate tool for managerial decision making and additional phenomenon, and its variation with individual perceptions of task insights into how consumers actually behave toward price endings. meaningfulness, provides support for a loss-aversion account of An attempt is made to compensate for both level effects (those consumers’ possession-induced preferences for goods they do not effects in which consumers may underestimate the value of a actually possess. price) and image effects (those effects in which consumers may infer meaning from the right-hand digits). The models are esti- SHAPIRO, Stewart, Deborah J. MACINNIS, and Susan mated using scanner panel data for two frequently purchased prod- E. HECKLER (1997), The Effects of Incidental Ad ucts, tuna and yogurt. The results support the importance of ac- Exposure on the Formation of Consideration Sets counting for the digits in consumer choice models, providing (June), 94-104. evidence for both image effects and level effects. This study extends research on incidental ad exposure by examin- STRAHILEVITZ, Michal and John G. MYERS (1998), ing whether incidental exposure to an ad increases the likelihood Donations to Charity as Purchase Incentives: How that a product depicted in the ad will be included in a consideration Well They Work May Depend on What You Are set. Incidental ad exposure implies that an ad receives minimal Trying to Sell (March), 434-446. attentional resources while other more relevant information is be- ing processed. Results suggest that the incidental exposure effect This article focuses on the bundling of products with promised is fairly robust, occurring across a variety of factors (when the contributions to charity. Two lab experiments and one field study consideration set formation context was memory or stimulus are conducted that compare the effectiveness of promised dona- based, when the buying situation was familiar or unfamiliar, and tions to charity in promoting ‘‘practical necessities’’ (e.g., a box of across two different product classes). Further, these effects were laundry detergent) to their effectiveness in promoting ‘‘frivolous found despite subjects’ lack of explicit memory for the ads. luxuries’’ (e.g., a hot fudge sundae). The results suggest that char- ity incentives are more effective in promoting frivolous products SHIV, Baba, Julie A. EDELL, and John W. PAYNE than in promoting practical products. This research extends prior (1997), Factors Affecting the Impact of Negatively work on the effects of bundling complementary positive outcomes and Positively Framed Ad Messages (December), into the domain of affect-based complementarity with product- 285-294. charity bundles. JOURNAL OF CONSUMER RESEARCH T WwW THAKOR, Mrugank V. see Hui, Michael K. (March WANKE, Michaela, Gerd BOHNER, and Andreas JUR- 1998) KOWITSCH (1997), There Are Many Reasons to THOMPSON, Craig J. and Diana L. HAYTKO (1997), Drive a BMW: Does Imagined Ease of Argument Speaking of Fashion: Consumers’ Uses of Fashion rasta Influence Attitudes? (September), 170- Discourses and the Appropriation of Countervailing T7: Cultural Meanings (June), 15-42. The effects of imagined versus actual ease of self-generating prod- uct-related information were investigated. An ad invited recipients This article explores the ways that consumers use fashion dis- to name either one reason or 10 reasons for (against) choosing a course to inscribe their consumption behaviors in a complex ideo- BMW over a Mercedes. Participants who complied with the task logical system of folk theories about the nature of self and society. experienced the retrieval of one reason as easier than the retrievai Verbatim texts of 20 phenomenological interviews concerning of 10 reasons. Participants who did not comply nevertheless imag- consumers’ perceptions and experiences of fashion are interpreted ined the former as easier than the latter. Independent of whether through a hermeneutic process with specific consideration given ease was actually experienced or merely imagined, participants to gender issues. Whereas critics of consumer culture frequently evaluated BMW more (less) favorably and Mercedes less (more) argue that fashion discourses enshroud consumer perceptions in favorably when the retrieval was easy rather than difficult. a common hegemonic outlook, our analysis suggests that this ideological system offers a myriad of countervailing interpretive WEDEL, Michel see Rosbergen, Edward (December standpoints that consumers combine, adapt, and juxtapose to fit 1997) the conditions of their everyday lives. By appropriating fashion discourse, consumers generate personalized fashion narratives and WERNERFELT, Birger see Prelec, Drazen (June 1997) metaphoric and metonymic references that negotiate key existen- WILKES, Robert E. see Palan, Kay M. (September 1997) tial tensions and that often express resistance to dominant fashion norms in their social milieu or consumer culture at large. A theo- WINER, Russell S. see Stiving, Mark (June 1997) retical model is derived that portrays a dialogical relationship WYER, Robert S., Jr. see Shrum, L. J. (March 1998) between consumers and this cultural system of countervailing fashion meanings. The implications of this model for future re- search on the meaning transfer process and the sociocognitive Y dimensions of consumer beliefs are discussed. YOON, Carolyn (1997), Age Differences in Consumers’ TYBOUT, Alice M. see Meyers-Levy, Joan (June 1997) Processing Strategies: An Investigation of Moderat- ing Influences (December), 329-342. V Relative to younger adults, older adults appear to exhibit greater VERYZER, Robert W., Jr., and J. Wesley HUTCHIN- use of schema-based, as opposed to detailed, processing strategies. This relationship is investigated in an experimental study that SON (1998), The Influence of Unity and Prototypi- examines the moderating influences of two marketing-relevant cality on Aesthetic Responses to New Product De- variables, incongruity of message items and optimal time of day. signs (March), 374-394. Signal detection analysis performed on recognition measures Unity and prototypicality are important visual aspects of product serves as a basis for assessing strategy use. Both older and younger design. These design principles were operationalized by modifying adults, during their optimal times of day (morning and evening, line drawings of existing products. The results of four experiments respectively), engage in detailed processing, but this tendency is provide evidence that these two factors positively affect aesthetic particularly pronounced for the elderly when exposed to high- response. These effects were strongest when visual properties were incongruity cues. By contrast, during their nonoptimal time of day, the sole basis of judgment and when design variations were easily older adults seem to rely on schema-based processing regardless of compared. However, they persisted when aesthetic aspects were the level of incongruity, whereas younger adults remain relatively combined with other product information and when comparing detailed in their processing strategies. Theoretical and practical design features was difficult. The effect of unity was found to be implications for marketing are discussed superadditive, suggesting that it has a relational, ‘‘all-or-none’’ character. Finally, regression analyses show that direct effects of Z the design modifications on aesthetic response exist in addition to possible indirect effects that are mediated by perceived typicality. ZETTELMEYER, Florian see Prelec, Drazen (June 1997) Volume 24 Subject Index Volume/Issue/Page Adolescent Consumers Ethnography Palan and Wilkes 24 (Sept. 1997) 159 Otnes, Lowrey, and Shrum 24 (June 1997) Advertising Effects Family Decision Making Peracchio and Meyers-Levy 24 (Sept. 1997) Palan and Wilkes 24 (Sept. 1997) Pham and Johar 24 (Dec. 1997) Shapiro, MacInnis, and Heckler 24 (June 1997) Fashion Shiv, Edell, and Payne 24 (Dec. 1997) Thompson and Hayiko 24 (June 1997) Wanke, Bohner, and Jurkowitsch 24 (Sept. 1997) Heuristics and Biases Aesthetic Response Stiving and Winer 24 (June 1997) Veryzer and Hutchinson 24 (Mar. 1998) Inference Processes Affect and Emotion Inman, Peter, and Raghubir 24 (June 1997) Garbarino and Edell 24 (Sept. 1997) Prelec, Wernerfelt, and Zettelmeyer 24 (June 1997) Luce 24 (Mar. 1998) Otnes, Lowrey, and Shrum 24 (June 1997) Influence Strategies Richins 24 (Sept. 1997) Palan and Wilkes 24 (Sept. 1997) Sirahilevitz and Myers 24 (Mar. 1998) Information Acquisition Ambivalence Johar, Jedidi, and Jacoby 24 (Sept. 1997) Otnes, Lowrey, and Shrum 24 (June 1997) Information Processing Attitudes Aaker and Maheswaran 24 (Dec. 1997) Johar, Jedidi, and Jacoby 24 (Sept. 1997) 232 Gourville 24 (Mar. 1998) Wanke, Bohner, and Jurkowitsch 24 (Sept. 1997) Keller and Block 24 (Dec. 1997) Meyers-Levy and Tybout 24 (June 1997) Brand Relationships Peracchio and Meyers-Levy 24 (Sept. 1997) Fournier 24 (Mar. 1998) Pham and Johar 24 (Dec. 1997) Categorization Sen and Johnson 24 (June 1997) Gourville 24 (Mar. 1998) Shapiro, MacInnis, and Heckler 24 (June 1997) Gregan-Paxton and John 24 (Dec. i997) Shrum, Wyer, and O’Guinn 24 (Mar. 1998) Wianke, Bohner, and Jurkowitsch 24 (Sept. 1997) Charity and Gift Giving Yoon 24 (Dec. 1997) Strahilevitz and Myers 24 (Mar. 1998) Information Search Child Consumers Gregan-Paxton and John 24 (June 1997) Gregan-Paxton and John 24 (June 1997) Judgment and Decision Making Choice Models Coupey, Irwin, and Payne 24 (Mar. 1998) Briesch et al. 24 (Sept. 1997) Garbarino and Edell 24 (Sept. 1997) Prelec, Wernerfelt, and Zettelmeyer 24 (June 1997) Gourville 24 (Mar. 1998) Stiving and Winer 24 (June 1997) Gregan-Paxton and John 24 (June 1997) Luce 24 (Mar. 1998) Cognitive Elaboration Meyers-Levy and Tybout 24 (June 1997) Shiv, Edell, and Payne 24 (Dec. 1997) Prelec, Wernerfelt, and Zettelmeyer 24 (June 1997) Cognitive Processing Sen and Johnson 24 (June 1997) Garbarino and Edell 24 (Sept. 1997) Shiv, Edell, and Payne 24 (Dec. 1997) Strahilevitz and Myers 24 (Mar. 1998) Communications Pham and Johar 24 (Dec. 1997) Learning Shrum, Wyer, and O’Guinn 24 (Mar. 1998) Gregan-Paxton and John 24 (Dec. 1997) Consumer Behavior Theory Memory Fournier 24 (Mar. 1998) Pham and Johar 24 (Dec. 1997) Yoon 24 (Dec. 1997) Consumer Expertise Coupey, Irwin, and Payne 24 (Mar. 1998) Mixture Models Gregan-Paxton and John 24 (Dec. 1997) Rosbergen, Pieters, and Wedel 24 (Dec. 1997) Consumer Socialization Older Consumers Shrum, Wyer, and O’Guinn 24 (Mar. 1998) Yoon 24 (Dec. 1997) Consumption Perceived Risk Otnes, Lowrey, and Shrum 24 (June 1997) Luce 24 (Mar. 1998) Richins 24 (Sept. 1997) Perceptions and Preferences Cross-Cultural Research Coupey, Irwin, and Payne 24 (Mar. 1998) Aaker and Maheswaran 24 (Dec. 1997) Veryzer and Hutchinson 24 (Mar. 1998) 487 488 JOURNAL OF CONSUMER RESEARCH Persuasion Resource Matching Aaker and Maheswaran 24 (Dec. 1997) Keller and Block 24 (Dec. 1997) 295 Johar, Jedidi, and Jacoby 24 (Sept. 1997) Keller and Block 24 (Dec. 1997) Retailing Peracchio and Meyers-Levy 24 (Sept. 1997) Schindler and Kirby 24 (Sept. 1997) Shiv, Edell, and Payne 24 (Dec. 1997) Scaling Winke, Bohner, and Jurkowitsch 24 (Sept. 1997) Richins 24 (Sept. 1997) Phenomenological Inquiry Self-Concept Fournier 24 (Mar. 1998) Thompson and Haytko 24 (June 1997) Physiological Research Services Rosbergen, Pieters, and Wedel 24 (Dec. 1997) Hui, Thakor, and Gill 24 (Mar. 1998) Postpositivism Thompson and Haytko 24 (June 1997) Situation/Context/Framing Effects Coupey, Irwin, and Payne 24 (Mar. 1998) Price Promotion Gourville 24 (Mar. 1998) Inman, Peter, and Raghubir 24 (June 1997) Inman, Peter, and Raghubir 24 (June 1997) Meyers-Levy and Tybout 24 (June 1997) Price Research Briesch et al. 24 (Sept. 1997) Sociological Analysis Dhar 24 (Sept. 1997) Thompson and Haytko 24 (June 1997) Schindler and Kirby 24 (Sept. 1997) Stiving and Winer 24 (June 1997) Symbolic Consumer Behavior Fournier 24 (Mar. 1998) Product and Brand Choice Thompson and Haytko 24 (June 1997) Briesch et al. 24 (Sept. 1997) Dhar 24 (Sept. 1997) Time Inman, Peter, and Raghubir 24 (June 1997) Hui, Thakor, and Gill 24 (Mar. 1998) Prelec, Wernerfelt, and Zettelmeyer 24 (June 1997) Yoon 24 (Dec. 1997) Sen and Johnson 24 (June 1997) Shapiro, MacInnis, and Heckler 24 (June 1997) Validity and Reliability Stiving and Winer 24 (June 1997) Richins 24 (Sept. 1997) Product/New Product Design Vividness Effects Veryzer and Hutchinson 24 (Mar. 1998) Keller and Block 24 (Dec. 1997)