Memory-Based Product Judgments: Effects of Involvement at Encoding and Retrieval

Jong-Won Park and Manoj Hastak

Journal of Consumer Research, 1994, vol. 21, issue 3, 534-47

Abstract: Two experiments investigated the proposition that memory retrieval is affected by consumer involvement with a product at the time product information is first received as well as when a memory-based judgment is formed. Results suggest that involvement at the time of a memory-based judgment increases the intensity of search for judgment-relevant information in memory. Further, subjects seemed to base their memory-based judgment on a prior evaluation (stored in memory) when involvement was either low at the time of memory-based judgment or high both at the time of this judgment and when the prior evaluation was formed. In contrast, subjects recalled (and presumably used) specific product information when their level of involvement at the time of judgment increased relative to when the prior evaluation was constructed. These findings are consistent with the cognitive economy principle. Implications for the role of memory in product judgment and evaluation are discussed. Copyright 1994 by the University of Chicago.

Date: 1994
References: Add references at CitEc
Citations: View citations in EconPapers (14)

Downloads: (external link)
http://dx.doi.org/10.1086/209416 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:21:y:1994:i:3:p:534-47

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().