Dimensional range overlap model for explanation of contextual priming effects on product judgments

Yi-Wen Chien, Purdue University

Abstract

The current research has two purposes. The first purpose is to provide a more complete theory to explain the underlying process for contextual priming effects (i.e., assimilation and contrast) by proposing a Dimensional Range Overlap Model. This model suggests that whether there is an overlap between the target's interpretation range and the prime's interpretation range on the relevant judgment dimension determines assimilation and contrast. Three factors: target range width, prime range width, and relative distance (between the central tendency of the target's range and that of the prime's range) together influence whether there is an overlap. The second purpose is, based on the Flexible Correction Model (Wegener & Petty, 1995), to examine how consumers will correct the context bias if they are aware of being biased by the context and presumably engage in correction processes to remove this bias. The Flexible Correction Model suggests that judgments will be corrected in a direction opposite to the perceived uncorrected biasing effects. Three studies were conducted to examine the above two purposes. In each study, given the other two factors, the effects of one factor on influencing the overlap and thus the occurrence of assimilation/contrast were examined. The results in all three studies supported the Dimensional Range Overlap Model by showing that assimilation occurred when there was an overlap, whereas contrast occurred when there was no overlap. And, the combination of the three proposed factors influenced whether there was an overlap. The results also showed that the Dimensional Range Overlap Model could be generalized to explain context effects across a variety of primes and/or targets, because the results supported the Dimensional Range Overlap Model in studies across which different types of primes and targets were used. In addition to testing the Dimensional Range Overlap Model, the correction effects were also examined in each study. The results generally supported the Flexible Correction Model, though corrections did not occur in every condition. In every case where significant corrections occurred, judgments were corrected in an opposite direction to the uncorrected effects, consistent with the Flexible Correction Model.

Degree

Ph.D.

Advisors

Wegener, Purdue University.

Subject Area

Marketing|Behaviorial sciences|Social psychology

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