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

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.


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.


Gustavo E. de Mello, University of Southern California
Debbie MacInnis, University of Southern California
David Stewart, University of Southern California


NA - Advances in Consumer Research Volume 32 | 2005

Share Proceeding

Featured papers

See More


Names Are the Mirrors of the Soul: The Role of Possessive Brand Names in Brand Evaluations

Marina Puzakova, Lehigh University
Mansur Khamitov, Nanyang Technological University, Singapore

Read More


Brand movement

Andrea Lucarelli, Lund University
Gregorio Fuschillo, Kedge Business School
Jon Bertilsson, Lund University

Read More


When Buffers Backfire: Corporate Social Responsibility Reputation and Consumer Response to Corporate Ethical Transgressions

Marlene Vock, Amsterdam Business School, University of Amsterdam
Adrian Ward, University of Texas at Austin, USA
Margaret C. Campbell, University of Colorado, 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.