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- Title
A FRAMEWORK FOR EXPLORING CONTEXT EFFECTS ON CONSUMER JUDGMENT AND CHOICE.
- Authors
Chakravarti, Dipankar; Lynch Jr., John G.
- Abstract
Judgments of a stimulus may be affected not only by the characteristics of the stimulus itself, but also by the other stimuli that accompany it in the judgment context. This paper provides a framework for exploring context effects on consumer judgment and choice processes. First, an outline of the judgment process is used to identify the stages where context effects may occur. Next, the literatures in experimental and social psychology, behavioral decision theory and consumer research are selectively reviewed for evidence regarding context effects on judgments of both uni-dimensional and multidimensional stimuli. Finally, the findings are integrated to identify the situations and processes contingent upon which context may influence consumer judgments and choice.
- Subjects
CONTEXT effects (Psychology); LEGAL judgments; CONSUMER preferences; CONSUMER attitudes; CONSUMER behavior; CHOICE (Psychology); CONSUMER research; DECISION theory; SOCIAL psychology &; literature; BRAND choice
- Publication
Advances in Consumer Research, 1983, Vol 10, Issue 1, p289
- ISSN
0098-9258
- Publication type
Article