Of great art and untalented artists: Effort information and the flexible construction of judgmental heuristics

Journal of Consumer Psychology - Tập 18 - Trang 205-211 - 2008
Hyejeung Cho1, Norbert Schwarz2,3,4
1University of Texas at San Antonio, Department of Marketing, One UTSA Circle, San Antonio, TX 78249-0638, USA
2University of Michigan, USA
3Ross School of Business, USA
4Institute for Social Research, University of Michigan, Ann Arbor, MI 48106-1248, USA

Tóm tắt

AbstractPast research (Kruger, Wirtz, Van Boven, & Altermatt, 2004) proposed that people use the effort of the producer as a heuristic for the quality of the product. In contrast, two experiments show that consumers' inferences from effort information are highly malleable. Participants were either explicitly exposed to one of two applicable naive theories (“good‐art‐takes‐effort” vs. “good‐art‐takes‐talent”) or the order of judgment was reversed (quality judgment first vs. talent judgment first) to activate different naive theories more subtly. In both cases, participants only inferred high quality from high effort when an “effort” theory was rendered accessible, but not when a “talent” theory was rendered accessible. We conclude that judgment tasks prime naive theories that can serve as inference rules, illustrating that heuristics can be constructed on the spot.

Tài liệu tham khảo

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Journal of Consumer Psychology

Tập 18

205-211

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