The Moderating Effect of Prior Experience in Consumers' Use of User-Image Based Versus Utilitarian Cues in Brand Attitude |
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| Authors: | Tamara F Mangleburg M Joseph Sirgy Dhruv Grewal Danny Axsom Maria Hatzios C B Claiborne Trina Bogle |
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| Institution: | (1) Department of Marketing, Florida Atlantic University, Ft. Lauderdale, Florida, 33301;(2) Virginia Tech, USA;(3) University of Miami, Coral Gables, USA;(4) James Madison University, USA |
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| Abstract: | In this paper, we address the question of whether prior experience with a product moderates the extent to which the use of user-image based cues and utilitarian cues are predictive of brand attitude. Specifically, high experience consumers were expected to focus more on utilitarian cues and low experience consumers to focus on user-image based cues. Results of two studies generally support these predictions. |
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