The Effect of Vivid Attributes on the Evaluation of Alternatives: The Role of Differential Attention and Cognitive Elaboration

Ann L. McGill · Punam Anand Keller

186 citations0/0 files storedJournal of Consumer Research

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Decision-Making and Behavioral Economics Consumer Behavior and Marketing Influence Economic and Environmental Valuation

Abstract

The differential attention model and the cognitive elaboration model suggest vivid information has certain properties that exert greater influence on attitudinal judgments than does nonvivid information. To test these models, subjects evaluated alternatives described in terms of vivid and nonvivid attributes and elaborated on the material in high and low elaboration conditions. Our results demonstrate disproportionate influence for vivid versus nonvivid attributes included in the same description only in the high elaboration condition. Findings suggest that cognitive elaboration may be a necessary condition to produce an effect for vividness on attitudes.

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References

1964Understanding Media: The Extensions of Man 1983Human Inference: Strategies and Shortcomings of Social Judgment.1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?1967Marshall McLuhan:Understanding Media-The extensions of man, New York:McGraw-Hill, 1964 1978The effect of imagining an event on expectations for the event: An interpretation in terms of the availability heuristic 1973The Cognitive Processes Mediating Acceptance of Advertising 1984Detecting and Explaining Vividness Effects in Attitudinal Judgments 1980Judgmental biases resulting from differing availabilities of arguments.

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