Goal-Motivated Reasoning: the Lure of the Ayes, I Can@ Conclusion

Gustavo E. de Mello, University of Southern California
Debbie MacInnis, University of Southern California
David Stewart, University of Southern California
EXTENDED ABSTRACT - Both anecdotal evidence and experimental research have made us aware of the fact that we, as decision makers, often behave in ways that suggest the existence of prejudice, partiality, and other such biases that tend to lead us to a favored conclusion. Previous research in consumer behavior has shown how prior attitudes toward products affect the processing product information, analyzing the phenomenon within the motivated reasoning paradigm (i.e., Jain and Maheswaran 2000). Still, the scope of motivated cognitions is not limited to brand loyalty effects or existing product attitudes.
[ to cite ]:
Gustavo E. de Mello, Debbie MacInnis, and David Stewart (2005) ,"Goal-Motivated Reasoning: the Lure of the Ayes, I Can@ Conclusion", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 466-466.