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In the Aftermath of Invalidation: Shaping Judgment Rules on Learning That Previous Information Was Invalid
Author(s) -
Mazursky David,
Schul Yaacov
Publication year - 2000
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp0904_3
Subject(s) - information processing , cognition , product (mathematics) , contrast (vision) , cognitive psychology , psychology , simple (philosophy) , resource (disambiguation) , mode (computer interface) , information processing theory , computer science , artificial intelligence , human–computer interaction , epistemology , computer network , philosophy , geometry , mathematics , neuroscience
This study explores whether and how judgment procedures used in evaluating product information are modified after consumers have found that information they had received in the past was invalid. It shows that, following exposure to invalidating messages, respondents tend to switch their dominant mode of processing. In particular, those who focused on the source in making a judgment prior to invalidation (i.e., those using simple processing) switch to a more complex processing of the product information. In contrast, those who previously relied on product information simplify their processing and consider information they have about the source in making judgments. The results are consistent with a cognitive resource explanation that attributes switch in processing mode to the enhanced cognitive demands imposed by attempts to cope with the invalidation.