The Use of Cues Depends on Goals: Store Reputation Affects Product Judgments When Social Identity Goals Are Salient |
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| Authors: | Kyoungmi Lee Sharon Shavitt |
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| Institution: | 1. Peking University HSBC Business School (PHBS), Shenzhen, China;2. Department of Marketing, University of Iowa, Iowa, IA, USA;1. Bocconi University, Via Roentgen 1 (4-D1-04), Milan, Italy;3. Emory University, Goizueta Business School, 1300 Clifton Road, Atlanta, GA 30306, USA;4. Bocconi University, Via Roentgen 1, Milan, Italy;1. Emmett Interdisciplinary Program in Environment and Resources, Stanford University, 473 Via Ortega, Suite 226 Stanford, CA 94305, USA;2. Department of Psychology, Stanford University, Bldg. 420, Jordan Hall, Stanford, CA 94305, USA |
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| Abstract: | The role that a given cue plays in consumer judgments depends on the motive that is salient for the consumer. We focus on store reputation as a cue whose utilization can depend on salient goals. Research has suggested that store reputation does not influence product judgments when brand and price information are available. In 3 experiments, however, we show that when social identity goals are salient or are perceived as relevant to the product, store reputation (because it conveys image‐relevant information) is used in evaluations of product quality. Specifically, store reputation has an impact on product judgments when either (a) consumers’ social‐image goals are directly heightened or (b) an interdependent self‐construal, characterized by a greater concern with social identity, is salient. The role of product type in moderating these effects is also examined. |
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