Publication:
Drawing inferences about others on the basis of corporate associations

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Co-Authors

Yoon, Y
Bozok, B

Advisor

Publication Date

2006

Language

English

Type

Journal Article

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Abstract

This research examined how observers use corporate associations (e.g., environmental responsibility) in drawing inferences about a target consumer's dispositions (e.g., whether the target person really cares about the environment). Respondents read a scenario describing a target consumer purchasing a certain brand of pens, whose maker had recently teamed up with an environmental organization. It was,found that target-related factors (e.g., impression motivation, the consistency of behavior) and company-related factors (e.g., the congruity of the supported cause with the company's reputation) systematically influenced the dispositional inferences made by the observers.

Description

Source:

Journal of The Academy of Marketing Science

Publisher:

Springer

Keywords:

Subject

Business

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