The Self Presenter’S Paradox: Motivated Reasoning in Impression Formation

EXTENDED ABSTRACT - One of the most robust findings in impression formation is weighted averaging (Anderson, 1968; see Eagly & Chaiken, 1993, for a review). Although adding mildly favorable to highly favorable information increases the absolute amount of positive information, it produces lower evaluations via the weighted averaging mechanism. Past work, for instance, shows that participants give less favorable evaluations to targets possessing six positive traits, three of which are highly positive and three of which are mildly positive, than they give to targets described with only the three highly positive traits (Anderson, 1968). Mildly favorable information similarly waters down consumers’ judgments of household products. Expectant parents, for instance, gave lower ratings to car seats described as AHigh@ in Design Quality and AAbove Average@ in Convenience than they gave to car seats described only as AHigh@ in Design Quality (e.g., Troutman & Shanteau, 1976).



Citation:

Kim Weaver and Stephen M. Garcia (2005) ,"The Self Presenter’S Paradox: Motivated Reasoning in Impression Formation", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 363-364.

Authors

Kim Weaver, University of Michigan
Stephen M. Garcia, University of Michigan



Volume

NA - Advances in Consumer Research Volume 32 | 2005



Share Proceeding

Featured papers

See More

Featured

L2. Wish List Thinking: The Role of Psychological Ownership in Consumer Likelihood to Purchase or Remove a Product from an Online Wish List

Christopher Groening, Kent State University, USA
Jennifer Wiggins, Kent State University, USA
Iman Raoofpanah, Kent State University, USA

Read More

Featured

“Million Dollar Smile?” How Smile Intensity, Relationship Norm and Consumer Self-Construal Influence Ad Effectiveness

Hsiao-Ching Lee, National Kaohsiung University of Science and Technology
Chun-Tuan Chang, National Sun Yat-sen University
Yu-kang Lee, National Sun Yat-sen University
Hui-Wen Chang, National Sun Yat-sen University
Guei-hua Flora Huang, National Sun Yat-sen University

Read More

Featured

All We Need is Love: Examining Differences in Time and Money Donations between Dyads and Individuals

Hristina Nikolova, Boston College, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.