The effects of analyzing reasons for brand preferences: Disruption or reinforcement?

Different streams of research offer seemingly conflicting predictions as to the effects of analyzing reasons for preferences on the attitude-behavior link. The authors apply these different theoretical accounts to a new produ ct scenario and identify conditions under which analyzing reasons for brand preferences can increase or decrease the predictive value of reported pref erences. Consistent with dual-process theories of persuasion, in Study 1 th e authors find that reasons analysis increases the link between attitude an d behavior when the measure of behavior closely follows attitude measuremen t. In contrast, and consistent with research by Wilson and colleagues (e.g. , Wilson et al. 1989) on the disruptive effects of reasons analysis, the au thors find that thinking about reasons significantly decreases the attitude -behavior correlation when the observed behavior occurs after a substantial delay. Study 2 not only replicates this finding but also suggests that the timing of the reasons task can be an important moderator of the disruption effect. Specifically, the authors draw on the literature on accountability effects to show that even when there is a delay between attitude and behav ior measurement, reasons analysis leads to an increase in the attitude-beha vior link, as long as reasons are analyzed after attitude measurement. fina lly, in Study 3, the authors validate the account of the effects of reasons analysis by obtaining parallel findings for attitude persistence. Together , the studies offer preliminary advice to both practitioners and academics regarding the potential effects of asking consumers to think about why they like or dislike certain products.