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Preference Consistency and Preference Strength: Processing and Judgmental Issues.
- Source :
-
Journal of Applied Social Psychology . May2003, Vol. 33 Issue 5, p1088-1109. 22p. 4 Charts. - Publication Year :
- 2003
-
Abstract
- Recent research in motivated reasoning has examined processing of information that is consistent or inconsistent with one's preferences. This paper extends the work by examining the micro-processes of the processing of such information. In addition, it examines the moderating impact of preference strength and argument quality on processing of and judgments associated with preference-consistent and preference-inconsistent information. Across 2 studies, evidence was obtained suggesting that preference-inconsistent information is processed in greater depth as well as in a more biased manner. Findings are also reported indicating that when preferences are weak, people are less resistant to changing their preferences, particularly when exposed to strong arguments accompanying preference-inconsistent information. Implications for comparative advertising in a consumer marketing context are discussed. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 00219029
- Volume :
- 33
- Issue :
- 5
- Database :
- Academic Search Index
- Journal :
- Journal of Applied Social Psychology
- Publication Type :
- Academic Journal
- Accession number :
- 10595311
- Full Text :
- https://doi.org/10.1111/j.1559-1816.2003.tb01940.x