Intention superiority perspectives on preference-decision consistency

Anneleen Van Kerckhove, Maggie Geuens and Iris Vermeir ()

Journal of Business Research, 2012, vol. 65, issue 5, 692-700

Abstract: This study investigates the cognitive processes underlying the increased preference-behavior correspondence following intention formation. In line with ‘intention superiority’ principles, three studies show that a brand that consumers tied to their intention remains in a heightened state of activation until these consumers make a choice, after which brand inhibition sets in. A fourth study suggests that keeping intention-related information in a heightened state of activation leads consumers to shield their intentions from interference by avoiding information processing and ignoring competing information. Intention superiority principles are drivers of increased preference-behavior correspondence independent of decision involvement (Studies 1 and 2), product involvement (Study 2) and cognitive dissonance (Study 3). Implications for marketers conclude the paper.

Keywords: Intention; Choice; Preference; Consistency (search for similar items in EconPapers)
Date: 2012
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Working Paper: Intention Superiority Perspectives on Preference-decision Consistency (2011)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:5:p:692-700

DOI: 10.1016/j.jbusres.2011.04.001

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