Abstract and Keywords
Many of the principles that underlie consumer judgment and decision making are similar to those that have been identified in research on social information processing. However, unique considerations arise in applying them. Eight general principles that cut across both domains are identified, pertaining to cognitive efficiency, knowledge accessibility, persistence, awareness, the role of implicit theories, communication norms, subjective reactions, and information integration. Consumer behavior in a variety of domains is then discussed within the framework of these principles, emphasizing comprehension, categorization, the cognitive and motivational influence of subjective reactions, inference processes, and consumer decision processes.
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