THE MODERATING EFFECT OF PRIOR EXPERIENCE IN CONSUMERS USE OF USER-IMAGE BASED VERSUS UTILITARIAN CUES IN BRAND ATTITUDE

Authors
MANGLEBURG TF SIRGY MJ GREWAL D AXSOM D HATZIOS M CLAIBORNE CB BOGLE T
Citation
Tf. Mangleburg et al., THE MODERATING EFFECT OF PRIOR EXPERIENCE IN CONSUMERS USE OF USER-IMAGE BASED VERSUS UTILITARIAN CUES IN BRAND ATTITUDE, Journal of business and psychology, 13(1), 1998, pp. 101-113
Citations number
17
Categorie Soggetti
Business,"Psychology, Applied
Journal title
Journal of business and psychology → ACNP
ISSN journal
08893268
Volume
13
Issue
1
Year of publication
1998
Pages
101 - 113
Database
ISI
SICI code
0889-3268(1998)13:1<101:TMEOPE>2.0.ZU;2-L
Abstract
In this paper, we address the question of whether prior experience wit h a product moderates the extent to which the use of user-image based cues and utilitarian cues are predictive of brand attitude. Specifical ly, high experience consumers were expected to focus more on utilitari an cues and low experience consumers to focus on user-image based cues . Results of two studies generally support these predictions.