Consumers use metacognitive experiences to draw inferences about the state of their brand understanding but only when these metacognitive experiences are relevant for making this inference. In such situations, metacognitive difficulty can improve brand evaluations because it triggers efforts to restore brand understanding by seizing on available new information.
BoushDavid, and LokenBarbara, (1991), “A Process-Tracing Study of Brand Extension Evaluation,”Journal of Marketing Research, 28(February), 16–28.
2.
CacioppoJohn T., and PettyRichard, (1982), “The Need for Cognition,”Journal of Personality and Social Psychology, 42(1), 116–31.
3.
CacioppoJohn, Richard PettyT., and KaoChuan F., (1984), “The Efficient Assessment of Need for Cognition,”Journal of Personality Assessment, 48(3), 306–307.
4.
CacioppoJohn, Richard PettyT., and MorrisKatherine, (1985), “Semantic, Evaluative, and Self-Referent Processing: Memory, Cognitive Effort, and Somatovisceral Activity,”Psychophysiology, 22(July), 371–84.
5.
ChiuChi-yue, MorrisMichael, HongYing-yi, and MenonTanya, (2000), “Motivated Cultural Cognition: The Impact of Implicit Cultural Theories on Dispositional Attribution Varies as a Function of Need for Closure,”Journal of Personality and Social Psychology, 78(2), 247–59.
6.
HeineSteven J., ProulxTravis, and VohsKathleen D., (2006), “The Meaning Maintenance Model: On the Coherence of Social Motivations,”Personality and Social Psychology Review, 10(2), 88–110.
7.
KellerKevin Lane, (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,”Journal of Marketing, 57(January), 1–22.
8.
KruglanskiArie, and WebsterDonna, (1996), “Motivated Closing of the Mind: ‘Seizing’ and ‘Freezing,'”Psychological Review, 103(2), 263–83.
9.
LabrooAparna A., and LeeAngela Y., (2006), “Between Two Brands: A Goal Fluency Account of Brand Evaluation,”Journal of Marketing Research, 43(August), 374–85.
10.
LeeAngela, Y., (2004), “The Prevalence of Metacognitive Routes to Judgment,”Journal of Consumer Psychology, 14(4), 349–55.
11.
LeeAngela Y., and LabrooAparna A., (2004), “Effects of Conceptual and Perceptual Fluency on Affective Judgment,”Journal of Marketing Research, 41(May), 151–65.
12.
MacarthurKate, and StanleyT., (2006), “McD's Steels for Assault on Image,”Advertising Age, 77(1), 1–3.
13.
MackieDiane M., and WorthLeila T., (1989), “Processing Deficits and the Mediation of Positive Affect in Persuasion,”Journal of Personality and Social Psychology, 57(1), 27–40.
14.
NovemskyNathan, DharRavi, SchwarzNorbert, and SimonsonItamar, (2007), “Preference Fluency in Choice,”Journal of Marketing Research, 45(August), 347–56.
15.
ReberRolf, and SchwarzNorbert, (1999), “Effects of Perceptual Fluency on Judgments of Truth,”Consciousness and Cognition, 8(September), 338–42.
16.
ReberRolf, WinkielmanPiotr, and SchwarzNorbert, (1998), “Effects of Perceptual Fluency on Affective Judgments,”Psychological Science, 9 (January), 45–48.
17.
RuderMarkus, and BlessHerbert, (2003), “Mood and the Reliance on the Ease of Retrieval Heuristic,”Journal of Personality and Social Psychology, 85(1), 20–32.
18.
SannaLawrence, SchwarzNorbert, and SmallEulena, (2002), “Accessibility Experiences and the Hindsight Bias: I Knew It All Along Versus It Could Never Have Happened,”Memory & Cognition, 30(December), 1288–96.
19.
SchwarzNorbert, (2002), “Situated Cognition and the Wisdom of Feelings: Cognitive Tuning,” in The Wisdom in Feelings, Feldman BarrettL., and SaloveyP., eds. New York: Guilford Press, 144–66.
20.
SchwarzNorbert, (2004), “Meta-Cognitive Experiences in Consumer Judgment and Decision Making,”Journal of Consumer Psychology, 14(4), 332–48.
21.
SchwarzNorbert, (2006), “Feelings, Fit, and Funny Effects: A Situated Cognition Perspective,”Journal of Marketing Research, 43(February), 20–23.
22.
SchwarzNorbert, BlessHerbert, StrackFritz, and KlumppGisela, (1991), “Ease of Retrieval as Information: Another Look at the Availability Heuristic,”Journal of Personality and Social Psychology, 61(August), 195–202.
23.
SchwarzNorbert, SannaLawrence J., SkurnikIan, and YoonCarolyn, (2007), “The Intricacies of Setting People Straight: Metacognitive Experiences in Debiasing and Public Information Campaigns,” in Advances in Experimental Social Psychology, Vol. 39, ZannaMark P., ed. San Diego: Elsevier, 127–61.
24.
StepperSabine, and StrackFritz, (1993), “Proprioceptive Determinants of Emotional and Nonemotional Feelings,”Journal of Personality and Social Psychology, 64(2), 211–20.
25.
StrackFritz, and NeumannRoland, (2000), “Furrowing the Brow May Undermine Perceived Fame: The Role of Facial Feedback in Judgments of Celebrity,”Personality and Social Psychology Bulletin, 26(7), 762–68.
26.
TyboutAlice, SternthalBrian, MalaviyaPrashant, BakamitsosGeorgios, and ParkSe-Bum, (2005), “Information Accessibility as a Moderator of Judgments: The Role of Content Versus Retrieval Ease,”Journal of Consumer Research, 32(June), 76–85.
27.
WänkeMichaela, BohnerGerd, and JurkowitschAndreas, (1997), “There Are Many Reasons to Drive a BMW: Does Imagined Ease of Argument Generation Influence Attitudes?”Journal of Consumer Research, 24(September), 170–77.
28.
WatsonDavid, ClarkLee Anna, and TellegenAuke, (1988), “Development and Validation of Brief Measures of Positive and Negative Affect: The PANAS Scales,”Journal of Personality and Social Psychology, 54(6), 1063–1070.
29.
WebsterDonna, and KruglanskiArie W., (1994), “Individual Differences in Need for Cognitive Closure,”Journal of Personality and Social Psychology, 67(6), 1049–1062.
30.
WinkielmanPiotr, SchwarzNorbert, and BelliRobert F., (1998), “The Role of Ease of Retrieval and Attribution in Memory Judgments: Judging Your Memory as Worse Despite Recalling More Events,”Psychological Science, 9 (March), 124–26.
Supplementary Material
Please find the following supplemental material available below.
For Open Access articles published under a Creative Commons License, all supplemental material carries the same license as the article it is associated with.
For non-Open Access articles published, all supplemental material carries a non-exclusive license, and permission requests for re-use of supplemental material or any part of supplemental material shall be sent directly to the copyright owner as specified in the copyright notice associated with the article.
