Context Influences Consumers' Judgement

Monday, March 22, 2010 - 18:49 in Psychology & Sociology

According to a new study in the Journal of Consumer Research, what we think of a product or brand, or how positively or negatively we assess it, depends on the context in which it is viewed. The research suggests that marketers have to carefully construct and consider the context to get the desired results. "Although [consumers] generally think their judgments reflect the true quality of the products, many irrelevant contextual factors from the weather to another product brand can influence consumers' evaluations," the authors write. The study was based on four experiments that looked at how consumers compare and contrast products and brands and what it takes to get them to positively or negatively evaluate them. read more

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