The use of cues depends on goals: Store reputation affects product judgments when social identity goals are salient

Kyoungmi Lee, Sharon Shavitt

Research output: Contribution to journalArticle

Abstract

The role that a given cue plays in consumer judgments depends on the motive that is salient for the consumer. We focus on store reputation as a cue whose utilization can depend on salient goals. Research has suggested that store reputation does not influence product judgments when brand and price information are available. In 3 experiments, however, we show that when social identity goals are salient or are perceived as relevant to the product, store reputation (because it conveys image-relevant information) is used in evaluations of product quality. Specifically, store reputation has an impact on product judgments when either (a) consumers' social-image goals are directly heightened or (b) an interdependent self-construal, characterized by a greater concern with social identity, is salient. The role of product type in moderating these effects is also examined.

Original languageEnglish (US)
Pages (from-to)260-271
Number of pages12
JournalJournal of Consumer Psychology
Volume16
Issue number3
DOIs
StatePublished - Jan 1 2006

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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