Attitude accessibility and biased information processing: The moderating role of self-monitoring

1995 ◽  
Vol 19 (4) ◽  
pp. 269-277 ◽  
Author(s):  
Kenneth G. DeBono ◽  
Saundra Green ◽  
Jessica Shair ◽  
Margo Benson
Keyword(s):  
Information Processing ◽  
Self Monitoring ◽  
Attitude Accessibility ◽  
Moderating Role ◽  
Biased Information

Direct or indirect comparative ads: The moderating role of information processing modes

2013 ◽  
Vol 12 (2) ◽  
pp. 133-147 ◽  
Author(s):  
Arti D. Kalro ◽  
Bharadhwaj Sivakumaran ◽  
Rahul R. Marathe
Keyword(s):  
Information Processing ◽  
Processing Modes ◽  
Comparative Ads ◽  
Moderating Role ◽  
Role Of Information

scholarly journals Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery

SAGE Open ◽  
2020 ◽  
Vol 10 (4) ◽  
pp. 215824402097748
Author(s):  
Diana Gavilan ◽  
Maria Avello
Keyword(s):  
Information Processing ◽  
Mental Imagery ◽  
Mental Images ◽  
Brand Familiarity ◽  
Visual Mental Imagery ◽  
The Relationship ◽  
Moderating Role ◽  
Practical Implications ◽  
Stimulation Of

This research provides evidence of the role played by a brand in the stimulation of mental imagery. We anticipate that a familiar (vs. unfamiliar) brand will evoke higher levels of visual mental imagery in the consumer. In addition, if the consumer exhibits favorability toward the brand, the visual mental imagery evoked will be enhanced. Therefore, we provide evidence of the moderating role of brand favorability in the relationship between brand familiarity and visual mental imagery. Our findings suggest that brands are evocative and are able to enhance (or reduce) information processing and, thus, the generation of visual mental images that we name “brand-evoked mental imagery.” The results contribute to the literature on branding and mental imagery and have several practical implications for marketers.

On implicit–explicit consistency: the moderating role of individual differences in awareness and adjustment

2005 ◽  
Vol 19 (1) ◽  
pp. 25-49 ◽  
Author(s):  
Wilhelm Hofmann ◽  
Tobias Gschwendner ◽  
Manfred Schmitt
Keyword(s):  
Process Model ◽  
Order Effects ◽  
Self Monitoring ◽  
Moderator Effect ◽  
First Order ◽  
Attitude Importance ◽  
Self Knowledge ◽  
Implicit And Explicit ◽  
Moderating Role

A moderated process model is presented that attempts to explain the consistency between implicit and explicit indicators as a function of awareness, i.e. the degree to which persons become aware of their implicit attitude, and adjustment, i.e. the degree to which they adjust for the explicit response. In two experiments on attitudes of West Germans toward East Germans and Turks, a number of dispositional moderators pertaining to awareness and adjustment were tested. Concerning moderators affecting awareness, no reliable first‐order effects were found for Private Self‐Consciousness or Attitudinal Self‐Knowledge. However, Attitude Importance generated the expected effect. Concerning moderators influencing adjustment, consistent effects were obtained for Motivation to Control Prejudiced Reactions. Social Desirability and Self‐Monitoring did not moderate the implicit–explicit relationship in the expected direction. Some evidence was found for a second‐order moderator effect between awareness and adjustment, suggesting that adjustment effects may be more pronounced under conditions of high awareness. Copyright © 2004 John Wiley & Sons, Ltd.

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