Motivated Reasoning in Outcome-Bias Effects

Nidhi Agrawal and Durairaj Maheswaran

Journal of Consumer Research, 2005, vol. 31, issue 4, 798-805

Abstract: In this research, we examine the conditions under which outcomes bias judgments, and we provide insights on the processes underlying such bias effects. A series of three studies identified motivated reasoning as a major determinant of when outcomes would bias judgments. The processes underlying outcome bias effects also varied depending on the motivational goal. Accuracy goals minimized outcome bias based on objective elaboration. Defense goals enhanced outcome bias by promoting selective processing of the outcome when it was preference consistent. Finally, impression goals increased the perceived diagnosticity of outcomes and biased the subsequent systematic processing resulting in outcome-biased judgments. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:31:y:2005:i:4:p:798-805

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