In the Aftermath of Invalidation: Shaping Judgment Rules on Learning That Previous Information Was Invalid

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.