Low-commitment consumer behavior

Journal of Advertising Research (Impact Factor: 1.4). 03/1976; 16:19-24.


Discusses the implications of the thesis that "the effects of advertising vary by level of consumer commitment," which suggests that advertising should be designed for 2 conditions. Under the high-commitment conditions, greater informational content should be provided, since the consumer is likely to deliberate over purchase and to go through a "learning" process. Under low-commitment conditions, the weight rather than the content of advertising may be the key to sales. Maximizing the exposure levels may be the relevant objective, rather than maximizing recall (learning) levels. (30 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)

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    • "We therefore hypothesize that the effect of mating cues on individuals' commitment to romantic relationships also carries over to their commitment to product choices, namely, the extent to which they seek variety in those choices. Commitment tendency leads to consistent preferences and behaviors, and uncommitment tendency leads to unstable preferences (Crosby & Taylor, 1983; Robertson, 1976). Feeling uncommitted in a romantic relationship usually drives individuals to seek alternative mates, whereas feeling committed tends to help individuals to maintain romantic relationships by inhibiting their tendency to switch partners (Gonzaga, Haseltonb, Smurdab, Daviesb, & Pooreb, 2008; Johnson & Rusbult, 1989). "
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    ABSTRACT: Attitudes about commitment can affect consumers' variety-seeking behavior. In the mating domain, short-term mating cues tend to activate an uncommitment mind-set in men and lead them to seek greater variety in romantic relationships; whereas long-term mating cues tend to activate a commitment mind-set in women and lead them to seek less variety. In this research, we explore whether short-term and long-term mating cues can likewise affect variety-seeking behavior in the product consumption domain through their influence on commitment attitude. In three experiments, we demonstrate that men's variety-seeking behavior increases in the presence of short-term but not long-term mating cues; conversely, women's variety-seeking behavior decreases in the presence of long-term but not short-term mating cues. These effects are caused by attitude toward commitment induced by mating cues. Past research concerning this topic has focused on one gender and on short-term mating cues only, but in this paper we provide a more complete picture—and a more coherent theory—of how, via influencing commitment attitude, mating cues affect variety-seeking behavior differently in men than in women.
    Journal of Consumer Psychology 07/2015; DOI:10.1016/j.jcps.2015.07.002 · 1.71 Impact Factor
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    • "Commitment , in particular, is recognized as an essential element for a successful long-term relationship between consumers and products (Morgan and Hunt, 1994). Robertson (1976) defined commitment as the strength of the individual's belief system with regard to a product or brand. That study showed that that highly committed consumers are less price-sensitive than non-committed consumers. "
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    ABSTRACT: Our study examined the effect of consumers' level of involvement on visual attention to product, information sign and price sign guided by the Elaboration Likelihood Model (ELM). We also investigated the relationship between visual attention captured by eye fixation on information and price sign and product choice for garden plants. Using a Tobii X1 light eye tracking device, we obtained data from 101 respondents in Texas and Michigan. We found that participants who had high (vs. low) product involvement paid more attention to the product and its information as demonstrated through higher fixation count (FC), longer total fixation duration (TFD), and total visit duration (TVD). We also found highly involved participants processed price information as a central rather than a peripheral cue. In addition, total visit duration (TVD) on an information sign was found as the strongest predictor of product choice.
    Journal of Retailing and Consumer Services 05/2015; 24. DOI:10.1016/j.jretconser.2015.01.002
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    • "Since there was no meter to measure this relation, Krugman (1965; 1966) measured the involvement through the intensity, i.e., the number of mental connections activated by an individual. In the following decade, a series of authors (e.g., Hupfer and Gardner, 1971; Lastovicka and Gardner 1979; Robertson 1976) tested the hypothesis that involvement enhances to the extent that the object has distinguishing attributes that are salient for the individual. Other scholars such as Cohen (1982) and Beatty and Smith (1987) defined involvement as the individual's activation level that can be observed and measured at a point in time. "
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    ABSTRACT: This paper stems from a prior longitudinal case study in which the authors analyzed the experience of Palazzo Strozzi, an Italian Cultural Institution experimenting an open approach to the process of sense-making that takes place during the visit. Through a significant re-design of the language, Palazzo Strozzi provides visitors with a two-way pattern of communication instead of a more traditional one-way flow of information .Both in cultural and in non-cultural contexts, innovation has taken place upstream and the role of the user can be mainly considered as a receiver. In terms of sense-making process, users hold a personal set of codes, which is used to give sense to the objects. We describe an experiment in which three different types of verbal content are used to describe different exhibits and the time of frontal interaction between people and exhibits is measured, thus highlighting the effect of the supporting content.
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