Harold T. Martin Professor of Marketing,

Graduate School of Management, Northwestern University
 

 Abstract:

This paper extended the set-reset model (Martin et al. 1990) and proposed a modified model that assimilation would occur spontaneously during encoding (refer figure below). Contrast would occur only when this contextual influence was viewed as inappropriate and efforts to partial out the context result in over correction. These encoding effects of context should be evident in later judgment when the nature of either the judgment task or consumers' predisposition toward effortful thought encouraged retrieval of the context-encoded information.

Two experiments with university students were conducted to test the model. In the experiment, the college students (subjects) were asked to read a new beverage product description with contextual data that prompted either positive or negative thoughts and was more compatible with the soft drink than juice category, evaluated the product, tasted a sample, and re-evaluated the drink. The subjects then completed a need for cognition scale to assess their predisposition to engage in thoughtful processing.
 

Results supported the authors' modified version of the Martin's model (Martin et al. 1990). The cognitive resources available at encoding determined the type of context effect and the cognitive resources at judgment determined whether the encoding effect of context would be reflected in product evaluations.

Publication List:

TITLE: Context effects at encoding and judgment in consumption settings: The role of cognitive resources.

AUTHOR: Meyers-Levy,-Joan; Tybout,-Alice-M.

SOURCE: Journal-of-Consumer-Research. 1997 Jun; Vol 24(1): 1-14

TITLE: The moderating role of prior knowledge in schema-based product evaluation.

AUTHOR: Peracchio,-Laura-A.; Tybout,-Alice-M.

SOURCE: Journal-of-Consumer-Research. 1996 Dec; Vol 23(3): 177-192

TITLE: Consumer psychology.

AUTHOR: Tybout,-Alice-M.; Artz,-Nancy

SOURCE: Annual-Review-of-Psychology. 1994; Vol 45: 131-169

TITLE: The effect of pictorial distance and the viewer's sociability on ad liking.

AUTHOR: Artz,-Nancy; Tybout,-Alice-M.; Kehret-Ward,-Trudy

SOURCE: Journal-of-Consumer-Psychology. 1993; Vol 2(4): 359-379

Title: Schema Congruity as a Basis for Product Evaluation

Author: Meyers-Levy-Joan; Tybout-Alice-M

Source: Journal-of-Consumer-Research. Jun 1989; v16n1, pp. 39-54

TITLE: Cognitive and affective responses to advertising.

AUTHOR: Cafferata,-Patricia (Ed); Tybout,-Alice-M. (Ed)

PUBLISHER: Lexington, MA, USA: Lexington Books/D. C. Heath and Company. (1989). vii, 414 pp.

Title: What Consumer Research Is . . . .

Author: Calder-Bobby-J; Tybout-Alice-M

Source: Journal-of-Consumer-Research. Jun 1987; v14n1, pp. 136-140

Title: Confirmatory Versus Comparative Approaches to Judging Theory Tests

Author: Sternthal-Brian; Tybout-Alice-M; Calder-Bobby-J

Source: Journal-of-Consumer-Research. Jun 1987; v14n1, pp. 114-125

Title: Information Availability as a Determinant of Multiple Request Effectiveness

Author: Tybout-Alice-M; Sternthal-Brian; Calder-Bobby-J

Source: Journal-of-Marketing-Research. Aug 1983; v20n3, pp. 280-290

Title: The Role of External Validity in Theoretical Research/Response/Comment

Author: Lynch-John-G Jr.; Calder-Bobby-J; Phillips-Lynn-W; Tybout-Alice-M; McGrath-Joseph-E; Brinberg-David

Source: Journal-of-Consumer-Research. Jun 1983; v10n1, pp. 109-124

TITLE: Beyond External Validity

AUTHOR(S): Calder,-Bobby-J.; Philips,-Lynn-W.; Tybout,-Alice-M.

SOURCE (BIBLIOGRAPHIC CITATION): Journal-of-Consumer-Research; 10(1), June 1983, pages 112-24.

TITLE: Availability of well-defined internal knowledge and the attitude formation process: Information aggregation versus self-perception.

AUTHOR: Tybout,-Alice-M.; Scott,-Carol-A.

SOURCE: Journal-of-Personality-and-Social-Psychology. 1983 Mar; Vol 44(3): 474-491

Title: On the External Validity of Experiments in Consumer Researchhe Concept of External Validity

Author: Lynch-John-G Jr.; Calder-Bobby-J; Phillips-Lynn-W; Tybout-Alice-M

Source: Journal-of-Consumer-Research. Dec 1982; v9n3, pp. 225-244

TITLE: The concept of external validity.

AUTHOR: Calder,-Bobby-J.; Phillips,-Lynn-W.; Tybout,-Alice-M.

SOURCE: Journal-of-Consumer-Research. 1982 Dec; Vol 9(3): 240-244

Title: A Marketing Audit Using a Conceptual Model of Consumer Behavior: Application and Evaluation

Author: Tybout-Alice-M; Hauser-John-R

Source: Journal-of-Marketing. Summer 1981; v45n3, pp. 82-101

Title: Designing Research for Application

Author: Calder-Bobby-J; Phillips-Lynn-W; Tybout-Alice-M

Source: Journal-of-Consumer-Research. Sep 1981; v8n2, pp. 197-207

Title: Using Information Processing Theory to Design Marketing Strategies

Author: Tybout-Alice-M; Calder-Bobby-J; Sternthal-Brian

Source: Journal-of-Marketing-Research. Feb 1981; v18n1, 73-79

TITLE: The effect of experience: A matter of salience?

AUTHOR: Tybout,-Alice-M.; Talch,-Richard-F.

SOURCE: Journal-of-Consumer-Research. 1980 Mar; Vol 6(4): 406-413

TITLE: The construct validity of the tripartite classification of attitudes.

AUTHOR: Bagozzi,-Richard-P.; Tybout,-Alice-M.; Craig,-C.-Samuel; Sternthal,-Brian

SOURCE: Journal-of-Marketing-Research. 1979 Feb; Vol 16(1): 88-95

Title: Relative Effectiveness of Three Behavioral Influence Strategies as Supplements to Persuasion in a Marketing Context

Author: Tybout-Alice-M

Source: Journal-of-Marketing-Research. May 1978; v15n2, 229-242

Title: Impact of deals and deal retraction on brand switching

Author: Dodson-Joe-A; Tybout-Alice-M; Sternthal-Brian

Source: Journal-of-Marketing-Research. February 1978; v15n1, 72-81

Title: A Reply To Comments On Ethics In Marketing Research - Their Practical Relevance

Author: Tybout-Alice-M; Zaltman-Gerald

Source: Journal-Of-Marketing-Research. May 1975; V12 N2, 234-237

Title: Ethics In Marketing Research - Their Practical Relevance

Author: Tybout-Alice-M; Zaltman-Gerald

Source: Journal-Of-Marketing-Research. Nov., 1974; V 11 N 4, 357-368