The use of cues depends on goals: Store reputation affects product judgments when social identity goals are salient
The use of cues depends on goals: Store reputation affects product judgments when social identity goals are salient
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DOI：
10.1207/s15327663jcp1603_8
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发表时间：
2006-01-01
影响因子：
4.8
通讯作者：
Shavitt, Sharon
中科院分区：
文献类型：
--
作者：
Lee, Kyoungmi;Shavitt, Sharon
一个给定的线索在消费者判断中所起的作用取决于消费者的动机。我们专注于商店声誉作为一个线索，其利用率可以取决于突出的目标。研究表明，当品牌和价格信息可用时，商店声誉不会影响产品判断。然而，在3个实验中，我们发现，当社会身份目标是突出的或被认为是相关的产品，商店声誉（因为它传达了图像相关的信息）用于产品质量的评估。具体而言，商店声誉对产品的判断有影响时，（a）消费者的社会形象的目标是直接提高或（B）一个相互依存的自我概念，其特点是更大的关注社会身份，是显着的。产品类型在调节这些影响的作用也进行了研究。
The role that a given cue plays in consumer judgments depends on the motive that is salient for the consumer. We focus on store reputation as a cue whose utilization can depend on salient goals. Research has suggested that store reputation does not influence product judgments when brand and price information are available. In 3 experiments, however, we show that when social identity goals are salient or are perceived as relevant to the product, store reputation (because it conveys image-relevant information) is used in evaluations of product quality. Specifically, store reputation has an impact on product judgments when either (a) consumers' social-image goals are directly heightened or (b) an interdependent self-construal, characterized by a greater concern with social identity, is salient. The role of product type in moderating these effects is also examined.