tailieunhanh - Self-Affirmation through the Choice of Highly Aesthetic Products Author(s): Claudia Townsend and Sanjay Sood

Unfortunately, the construct of situational interest often carries a neg- ative connation and is regularly contrasted with the more desirable dispo- sitional interest—interest associated with intentional, learner-directed activity. Situational interest is temporary and superficial, rather than enduring and substantial. Garner, Gillingham and White’s (1989) work on how “seductive details” can distract readers from the main point of a text emphasizes this point. Similarly, Hidi, Baird and Hildyard (1982) report a negative correlation between the “interestingness” of text infor- mation and importance of this . | I CHICAGO JOURNALS Journal of Consumer Research Inc. Self-Affirmation through the Choice of Highly Aesthetic Products Author s Claudia Townsend and Sanjay Sood Reviewed work s Source Journal of Consumer Research -Not available- p. 000 Published by The University of Chicago Press Stable URL http stable 663775 Accessed 15 05 2012 22 10 Your use of the JSTOR archive indicates your acceptance of the Terms Conditions of Use available at http page info about policies JSTOR is a not-for-profit service that helps scholars researchers and students discover use and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR please contact support@. http The University of Chicago Press and Journal of Consumer Research Inc. are collaborating with JSTOR to digitize preserve and extend access to Journal of Consumer Research. Self-Affirmation through the Choice of Highly Aesthetic Products CLAUDIA TOWNSEND SANJAY SOOD Just as good looks bestow an unconscious beauty premium on people high aesthetics bestows an unrecognized benefit on consumer goods. Specifically choosing a product with good design affirms the consumer s sense of self. Choice of a highly aesthetic product was compared with choice of products superior on other attributes including function brand and hedonics to show that only aesthetics influences a consumer s personal values. In study 1 a prior self-affirming task leads to a decrease in choice share of a highly aesthetic option. Studies 2 and 3 mimic prior research on self-affirmation with however choice of a highly aesthetic product replacing a traditional self-affirmation manipulation. Choosing a product with good design resulted in increased openness to counter-attitudinal arguments and reduced propensity to escalate commitment toward a failing course

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