Intention Superiority Perspectives on Preference-decision Consistency

A. van Kerckhove (), Maggie Geuens and Iris Vermeir ()

Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium from Ghent University, Faculty of Economics and Business Administration

Abstract: This paper 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 tied to an intention remains in a heightened state of activation until a choice is made, 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. Moreover, 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)
Pages: 32 pages
Date: 2011-01
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Related works:
Journal Article: Intention superiority perspectives on preference-decision consistency (2012)
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Persistent link: https://EconPapers.repec.org/RePEc:rug:rugwps:11/698

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