TY - JOUR
T1 - In the Aftermath of Invalidation
T2 - Shaping Judgment Rules on Learning That Previous Information Was Invalid
AU - Mazursky, David
AU - Schul, Yaacov
PY - 2000
Y1 - 2000
N2 - This study explores whether and how judgment procedures used in evaluating product information are modified after consumers have found that information they had received in the past was invalid. It shows that, following exposure to invalidating messages, respondents tend to switch their dominant mode of processing. In particular, those who focused on the source in making a judgment prior to invalidation (i.e., those using simple processing) switch to a more complex processing of the product information. In contrast, those who previously relied on product information simplify their processing and consider information they have about the source in making judgments. The results are consistent with a cognitive resource explanation that attributes switch in processing mode to the enhanced cognitive demands imposed by attempts to cope with the invalidation.
AB - This study explores whether and how judgment procedures used in evaluating product information are modified after consumers have found that information they had received in the past was invalid. It shows that, following exposure to invalidating messages, respondents tend to switch their dominant mode of processing. In particular, those who focused on the source in making a judgment prior to invalidation (i.e., those using simple processing) switch to a more complex processing of the product information. In contrast, those who previously relied on product information simplify their processing and consider information they have about the source in making judgments. The results are consistent with a cognitive resource explanation that attributes switch in processing mode to the enhanced cognitive demands imposed by attempts to cope with the invalidation.
UR - http://www.scopus.com/inward/record.url?scp=0034379273&partnerID=8YFLogxK
U2 - 10.1207/S15327663JCP0904_3
DO - 10.1207/S15327663JCP0904_3
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AN - SCOPUS:0034379273
SN - 1057-7408
VL - 9
SP - 213
EP - 222
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
IS - 4
ER -