Category-based, piecemeal, and contrast processes underlying product evaluations: Their determinants and consequences

It has been suggested that when consumers make an evaluative judgment of a product, they sometimes categorize the product and make their judgment on the basis of the likability of the category (category-based processes); other times they integrate the likability of the individual attributes of the product to reach a judgment (piecemeal processes). As a third possibility, they also make their judgment by contrasting the description of product attributes with their category knowledge (contrast processes). This research investigated the conditions under which consumers engage in these different modes of information processing when evaluating a product, i.e., category-based, piecemeal, and contrast processing, which should result in different types of judgmental effects, i.e., assimilation, attribute, and contrast effects, respectively. It was hypothesized that the different types of processing and judgmental effects will be determined by (1) the degree of (in)consistency between the incoming information and category expectations and (2) the level of involvement with the judgment task.

Name thesis:degree_name

Ph.D.

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Business Administration

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2011

Author dc:creator

• Lee, Moonkyu

Contributors dc:contributor

• Gardner, David M.

• Business Administration, Marketing

Statement dc:rights

• Copyright 1992 Lee, Moonkyu

Language dc:language

eng

Identifier

AAI9236516
(UMI)AAI9236516

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/22181