1=2: When a Singular Experience Leads to Dissociated Evaluations |
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| Authors: | Heather Honea Andrea C Morales Gavan J Fitzsimons |
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| Institution: | 1. Institute for Biodiversity and Ecosystem Dynamics, University of Amsterdam, P.O. Box 94240, 1090 GE Amsterdam, The Netherlands;2. The Centre for Decision Research and Experimental Economics (CeDEx), University of Nottingham, Sir Clive Granger Building, University Park, Nottingham NG7 2RD, United Kingdom;3. Center for Research on Experimental Economics and political Decision-making (CREED), University of Amsterdam, Roetersstraat 11, 1018 WB Amsterdam, The Netherlands;4. Famnit, University of Primorska, Glagoljaška 8, SI-6000 Koper, Slovenia;1. Duke University School of Medicine, Durham, NC, USA;2. Frances Payne Bolton School of Nursing, Case Western Reserve University, Cleveland, OH, USA;3. Durham VA Medical Center, Durham, NC, USA;4. New York University School of Medicine, New York, NY, USA;5. The University of Texas at Dallas, Dallas, TX, USA;6. Case Western Reserve University School of Medicine, Cleveland, OH, USA;7. MetroHealth Medical Center, Cleveland, OH, USA;8. University of North Texas, Denton, TX, USA;9. University Hospitals Harrington Heart & Vascular Institute, Cleveland, OH, USA;1. Melbourne Business School, University of Melbourne, Australia;2. Department of Marketing, HEC Paris, France;3. University of Illinois at Urbana-Champaign, USA |
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| Abstract: | This research examines how a single experience with a salesperson can lead to the formation of dual representations of the salesperson resulting in opposing spontaneous and deliberative affective responses and dissociated evaluations. Consumers may either use their spontaneous affective reactions to form an evaluation or may respond more deliberately using information that contradicts this initial affect. As a result, they can hold 2 evaluations of the same salesperson—one that is more spontaneously generated and one that is more deliberate. The 2 cognitive bases for these evaluations can coexist in memory even when they are opposite in valence, and consumers switch back and forth between the 2 evaluations, depending on the level of cognitive activity in which they engage. |
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