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

Year: 1997

Type: article

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.

Source: Journal of Consumer Research

DOI: 10.1086/209502

Authors: Michaela Wänke, Gerd Bohner, Andreas Jurkowitsch

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W2172283257

FWCI: 1.151

Cites: 15

Cited by: 190

Related to: 9