Deny the Voice Inside: Are Accessible Attitudes Always Beneficial?
Decades of prior literature suggests that accessible preferences are beneficial for coping with decision demands. However, four experiments demonstrate that accessible attitudes have drawbacks when others' attitudes are either unknown or conflict with one's own preferences. Our findings challenge commonly held assumptions about attitude function and implicate cross-cultural attitude theory.
Aaron Jeffrey Barnes and Sharon Shavitt (2018) ,"Deny the Voice Inside: Are Accessible Attitudes Always Beneficial?", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 314-317.
Aaron Jeffrey Barnes, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA
NA - Advances in Consumer Research Volume 46 | 2018
Secrecy Prompts Nonconformity-Avoidance in Consumption Choice
DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University
Thank You = Trust Me: When Gratitude Expressions Help Promote New Products
Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA
Show Me More! Powerlessness Drives Variety Seeking
Wangshuai Wang, Shanghai University of International Business and Economics
Raj Raghunathan, University of Texas at Austin, USA
Dinesh Gauri, University of Arkansas, USA