On-Line Versus Memory-Based Information Credibility Inferences: Implications For Memory-Based Product Judgments

Mario Pandelaere, Catholic University of Leuven
Siegfried Dewitte, Catholic University of Leuven

On-line versus memory-based information credibility inferences: Implications for memory-based product judgments

 

Mario Pandelaere & Siegfried Dewitte

Catholic University Leuven

Research Centre for Marketing

 

 

 

Abstract

Product quality judgments based on retrieved information should take the credibility of the information source into account. We used information complexity to manipulate cognitive resources during information processing and used information processing goals to trigger either on-line or memory-based information credibility assessments. Our results suggest that consumers may take source credibility into account if they assess it on-line or if they have the cognitive capacities to store the source during information processing. Otherwise, source credibility may have no impact on product quality. In addition, our results suggest that source credibility effects on perceived quality may be mediated by information trust.
[ to cite ]:
Mario Pandelaere and Siegfried Dewitte (2006) ,"On-Line Versus Memory-Based Information Credibility Inferences: Implications For Memory-Based Product Judgments", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 565-568.