Combining High-Scope and Low-Scope Retail Cues: an Integrative Perspective

Anne Roggeveen, Babson College, USA
Dhruv Grewal, Babson College, USA
Ronald Goodstein, Georgetown University, USA
This research assesses how consumers combine low- and high-scope cues in forming evaluations. We develop a congruity-based framework that not only predicts the integration of cues found across the three studies in this research, but that also serves to resolve apparent equivocal results found in earlier research. By examining the joint role of cue congruity and valence, this research provides a more comprehensive understanding of the impact of multiple cues on consumer’s evaluations. Results support that a positive low-scope cue enhances a retailer’s high-scope reputation when it is moderately incongruent with that high-scope cue in terms of its focus or its valence, but not both.
[ to cite ]:
Anne Roggeveen, Dhruv Grewal, and Ronald Goodstein (2010) ,"Combining High-Scope and Low-Scope Retail Cues: an Integrative Perspective ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 889-890 .