Publication of Mizerski, Richard W

Publication of Mizerski, Richard W.

ABOUT THE AUTHOR

Mizerski, Richard W. is an associate professor of marketing at College of Business, Florida State University. He interests in consumer behavior, especially the attribution process of consumer decision making and the information processing of consumers.

PUBLICATION RECORD

Articles:

Jacoby, Hoyer, Ford, Yalch and Mizerski (1982), “Viewer miscomprehension of televised communication”, Journal of Marketing, 46 (4), 12-43.

Mizerski (1978), “Causal complexity: a measure of consumer causal attribution”, Journal of Marketing Research, 15 (2), 220-28.

Mizerski (1982), “An attribution explanation of the disproportionate influence of unfavorable information”, Journal of Consumer Research, 9 (3), 301-10.

Mizerski (1982), “Viewer miscomprehension findings are measurement bound”, Journal of Marketing, 46 (4), 32-4.

Mizerski, Allison and Calvert (1980), “A controlled field study of corrective advertising using multiple exposures and a commercial medium”, Journal of Marketing Research, 17 (3), 341-48.

Mizerski, Golden and Kernan (1979), “The attribution process in consumer decision making”, Journal of Consumer Research, 6 (2), 123-40.

Mizerski and Settle (1979), “The influence of social character on preference for social versus objective information in advertising”, Journal of Marketing Research, 16 (4), 552-58.

Mizerski and White (1986), “Understanding and using emotions in advertising”, Journal of Consumer Marketing, 3 (4), 57-69.

Perrewe and Mizerski (1987), “Effect of music on perceptions of task characteristics”, Perceptual and Motor Skills, 65 (1), 165-66.

Perrewe and Mizerski (1987), “Locus of control and task complexity in perceptions of job dimensions”, Psychological Reports, 61 (1), 43-9.

Books: (N.B. Books are listed with categories or names only)

Attribution theory and consumer processing of unfavorable information about products

ABSTRACT

Richard W. Mizerski place emphasis on consumer behavior, specifically, the information processing. His work comprises different aspects of the subject matter such as the attribution process in consumer decision making and viewer miscomprehension.

In his paper “An attribution explanation of the disproportionate influence of unfavorable information” published in 1982, an attribution model of information processing was proposed and experimentally tested to explain the alleged disproportionate weighting of unfavorable product information.

Findings generally support hypotheses proposing that unfavorable ratings, as compared to favorable product ratings on the same attributes, prompt significantly stronger attributions to product performance, belief strength, and affect toward products.

The attribution belief process establishes a workable paradigm. At least the results strongly suggest that there are attributional differences in the way individuals process favorable and unfavorable information in the marketplace, and that the attribution process can have a significant effect on individual cognitions and feeling about products.

This paper is prepared by Mandy W. Chan in 1999.