CONSUMER PROCESSING OF PRODUCT TRIAL AND THE INFLUENCE OF PRIOR ADVERTISING - A STRUCTURAL MODELING APPROACH

A major goal of this study is to develop and test a structural model o f trial processing to help marketers and researchers better understand the dynamics of this important stage in the purchase process. No such model exists, even though prior research has demonstrated that produc t trial can be an important determinant of brand beliefs and attitudes . Accordingly, the authors develop a general model of how consumers pr ocess and respond to trial experiences. This trial model then is integ rated with a well-known advertising model to trace how (1) consumers r eact when both types of information are available and (2) advertising achieves its influence on trial perceptions. The authors estimate thes e models for two products that vary significantly in the diagnosticity of the trial experience and discuss implications for marketing resear ch and practice.