Evoked set size—Personality correlates and mediating variables
- 55 Downloads
A study is reported which presents some positive results in investigating the usefulness of a cognitive variable— ‘need for cognitive clarity,’ in explaining variations in evoked set magnitude among consumers when the mediating effects of consumer perceptions of performance risk and specific self-confidence were taken into account.
KeywordsProduct Category Product Class American Market Association Brand Awareness Clarity Score
Unable to display preview. Download preview PDF.
- Campbell, B. “The Existence of Evoked Set and Determinants of Its Magnitude in Brand Choice Behavior,” Unpublished doctoral dissertation, Columbia University, 1969.Google Scholar
- Cox, D. F. “The Influence of Cognitive Needs and Styles on Information Handling in Making Product Evaluations,” in Cox, D. F. (Ed.), Risk Taking and Information Handling in Consumer Behavior. Boston: Harvard University Press, 1967.Google Scholar
- Engel, J. F., Kollat, T., and Blackwell, R. F. Consumer Behavior. New York: Holt, Rinehart, and Winston, 1968, 156–162.Google Scholar
- Howard, J. and Sheth, J. The Theory of Buyer Behavior. New York: John Wiley and Sons Inc., 1969.Google Scholar
- Jarvis, L., and Wilcox, J. “Evoked Set Size—Some Theoretical and Empirical Evidence,” Paper presented at the 1973 Fall Conference of the American Marketing Association, August, 1973.Google Scholar
- Kelman, H. C., and Cohler, J. “Reactions to Persuasive Communications as a Function of Cognitive Needs and Styles,” Paper presented at Eastern Psychological Association Meetings, Atlantic City, April, 1959.Google Scholar
- Oslund, L. E., “Evoked Set Size: Some Empirical Results,” Paper presented at the 1973 Fall Conference of the American Marketing Association, August, 1973.Google Scholar
- Sherif, C. W., Sherif, M., and Nebergall, R. E. Attitude and Attitude Change, Philadelphia: W. B. Saunders Company, 1965.Google Scholar
- Wallace, A. F. C. “On Just Being Complicated Enough,” Anthropology, 47 (April, 1969), 458–464.Google Scholar