Effects of appeal type and involvement on product disconfirmation: A cognitive response approach through product trial

A study was conducted to examine the effects of involvement, exaggeration, and 2-sided presentations on disconfirmation and cognitive responses. The subjects were 143 undergraduate students from a major East Coast university. They were asked to evaluate a product under varying degrees of performance...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 1989-07, Vol.17 (3), p.197-207
Main Authors: Assael, Henry, Kamins, Michael A
Format: Article
Language:English
Subjects:
Advertising
Cognitive
Consumer behavior
Effects
Responses
Statistical analysis
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Summary:A study was conducted to examine the effects of involvement, exaggeration, and 2-sided presentations on disconfirmation and cognitive responses. The subjects were 143 undergraduate students from a major East Coast university. They were asked to evaluate a product under varying degrees of performance expectation and response involvement. A ball point pen was chosen as the product because of its simplicity, objectivity in evaluation criteria, ease of evaluation in a short period of time, and relevance to a student population. The findings suggest that: 1. exaggeration increases disconfirmation and counterargumentation, particularly in high-involvement conditions, and 2. two-sided refutational advertisements tend to moderate these effects. More broadly, it was suggested that examination of cognitive responses should be extended beyond evaluation of advertising stimuli and that they should be used to evaluate the post-trial experience.
ISSN:0092-0703
1552-7824
DOI:10.1007/BF02729811