Publication: Drawing inferences about others on the basis of corporate associations
Program
KU-Authors
KU Authors
Co-Authors
Yoon, Y
Bozok, B
Advisor
Publication Date
2006
Language
English
Type
Journal Article
Journal Title
Journal ISSN
Volume Title
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