When a Good Impression Goes Bad:The Effect of Goal Changes on Repeated Attitudes Enquires

Xiuping Li, University of Toronto, Canada
Drawing on Selective Accessibility Model (Mussweiler 2003), we argue when consumers evaluate an object repeatedly but with conflicting consumption goals, their earlier positive (bad) attitude formed under one consumption goal can be used as a comparison standard, making the later evaluations under the other goals worse (better) off. Using a within-subject experiment design, in experiment 1, we showed the contrast effect between two reported attitudes formed under conflicting consumption goals; in experiment 2, we demonstrated that the contrast effect was more robust when individuals reported their later evaluations under high cognitive load.
[ to cite ]:
Xiuping Li (2007) ,"When a Good Impression Goes Bad:The Effect of Goal Changes on Repeated Attitudes Enquires", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 452-454.