New Measures of Task-Specific Experiential and Rational Cognition

Thomas P. Novak, Vanderbilt University
Donna L. Hoffman, Vanderbilt University
Decades of research provide evidence that consumers process information both rationally and experientially. However, little research has focused on measuring how tasks impact thinking style or simultaneously measuring the two dimensions of thinking style as either situation-specific or as an enduring state. In three studies, we develop and cross-validate a new instrument for measuring task-specific thinking style in the context of performance tasks that induce primarily rational or experiential cognition. We establish congruence effects between thinking style and outcomes, test interrelationships among task and dispositional vs. task-specific thinking style, and show that task-specific thinking style mediates the prediction of task performance from dispositional thinking style.
[ to cite ]:
Thomas P. Novak and Donna L. Hoffman (2007) ,"New Measures of Task-Specific Experiential and Rational Cognition", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 657-660.