There Are Many Reasons to Drive a BMW: Does Imagined Ease of Argument Generation Influence Attitudes?

Michaela Wanke, Gerd Bohner and Andreas Jurkowitsch

Journal of Consumer Research, 1997, vol. 24, issue 2, 170-77

Abstract: The effects of imagined versus actual ease of self-generating product-related information were investigated. An ad invited recipients to name either one reason or 10 reasons for (against) choosing a BMW over a Mercedes. Participants who complied with the task experienced the retrieval of one reason as easier than the retrieval of 10 reasons. Participants who did not comply nevertheless imagined the former as easier than the latter. Independent of whether ease was actually experienced or merely imagined participants evaluated BMW more (less) favorably and Mercedes less (more) favorably when the retrieval was easy rather than difficult. Copyright 1997 by the University of Chicago.

Date: 1997
References: Add references at CitEc
Citations: View citations in EconPapers (12) Track citations by RSS feed

Downloads: (external link)
http://dx.doi.org/10.1086/209502 (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:24:y:1997:i:2:p:170-77

Access Statistics for this article

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