David L Mothersbaugh
Biographic Data
| ID | 133747 |
|---|---|
| NAME | David L Mothersbaugh |
| GIVEN NAMES | David L |
| FAMILY NAME | Mothersbaugh |
| SIGNATURE | MOTHERSBAUGH D L |
| AFFILIATIONS | University of Alabama |
| VERIFIED | No |
| TOTAL WORKS | 5 |
| TOTAL CITATIONS | 50 |
| WORKS AS AUTHOR | 5 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 1994 |
| LATEST PUBLICATION YEAR | 2002 |
| H-INDEX | 3 |
Combinatory and Separative Effects of Rhetorical Figures on Consumers' Effort and Focus in Ad Processing
Previous research demonstrates that rhetorical figures differentially affect the extent of ad processing. Specifically, tropes (a type of figure) deviate more from expected language use than schemes, with the greater deviation yielding more extensive ad processing. We extend previous research in two ways by focusing on the incongruity differences that exist between schemes and tropes. Study 1 uses syndicated data (Starch readership scores) to tes…
Switching barriers and repurchase intentions in services
Asymmetric Competition in Choice and the Leveraging of Competitive Disadvantages
Studies of grocery sales show that consumers of store brands switch to (price) discounted national brands more than consumers of national brands switch to discounted store brands. Such asymmetric price competition can be explained with numerous mechanisms proposed here and elsewhere. We report a choice experiment that replicates asymmetric price competition favoring higher-quality competitors and demonstrates asymmetric quality competition favori…
Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking
Primarily on the basis of research from noncompetitive settings, it is generally believed that nonsubstantive advertising features are ineffective when consumers engage in issue-relevant thinking. Experiment 1 of the current study replicated prior research. Neither spokesperson fame nor the vividness of advertising copy influenced attitudes in noncompetitive settings. However, these same features proved effective in the context of balanced compet…
Consumer Knowledge Assessment
The results of studies reported in this article suggest that product-related experience has a greater influence on self-assessed knowledge judgments than does stored product class information and that this greater influence is due to greater accessibility in memory. In addition, stored product class information was found to be a more important determinant of objective than self-assessed knowledge, while product-related experience was a more impor…
Consumer Knowledge Assessment
The results of studies reported in this article suggest that product-related experience has a greater influence on self-assessed knowledge judgments than does stored product class information and that this greater influence is due to greater accessibility in memory. In addition, stored product class information was found to be a more important determinant of objective than self-assessed knowledge, while product-related experience was a more impor…
Combinatory and Separative Effects of Rhetorical Figures on Consumers' Effort and Focus in Ad Processing
Previous research demonstrates that rhetorical figures differentially affect the extent of ad processing. Specifically, tropes (a type of figure) deviate more from expected language use than schemes, with the greater deviation yielding more extensive ad processing. We extend previous research in two ways by focusing on the incongruity differences that exist between schemes and tropes. Study 1 uses syndicated data (Starch readership scores) to tes…
Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking
Primarily on the basis of research from noncompetitive settings, it is generally believed that nonsubstantive advertising features are ineffective when consumers engage in issue-relevant thinking. Experiment 1 of the current study replicated prior research. Neither spokesperson fame nor the vividness of advertising copy influenced attitudes in noncompetitive settings. However, these same features proved effective in the context of balanced compet…
Asymmetric Competition in Choice and the Leveraging of Competitive Disadvantages
Studies of grocery sales show that consumers of store brands switch to (price) discounted national brands more than consumers of national brands switch to discounted store brands. Such asymmetric price competition can be explained with numerous mechanisms proposed here and elsewhere. We report a choice experiment that replicates asymmetric price competition favoring higher-quality competitors and demonstrates asymmetric quality competition favori…
Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking
Primarily on the basis of research from noncompetitive settings, it is generally believed that nonsubstantive advertising features are ineffective when consumers engage in issue-relevant thinking. Experiment 1 of the current study replicated prior research. Neither spokesperson fame nor the vividness of advertising copy influenced attitudes in noncompetitive settings. However, these same features proved effective in the context of balanced compet…
Consumer Knowledge Assessment
The results of studies reported in this article suggest that product-related experience has a greater influence on self-assessed knowledge judgments than does stored product class information and that this greater influence is due to greater accessibility in memory. In addition, stored product class information was found to be a more important determinant of objective than self-assessed knowledge, while product-related experience was a more impor…
Switching barriers and repurchase intentions in services
Asymmetric Competition in Choice and the Leveraging of Competitive Disadvantages
Studies of grocery sales show that consumers of store brands switch to (price) discounted national brands more than consumers of national brands switch to discounted store brands. Such asymmetric price competition can be explained with numerous mechanisms proposed here and elsewhere. We report a choice experiment that replicates asymmetric price competition favoring higher-quality competitors and demonstrates asymmetric quality competition favori…
Combinatory and Separative Effects of Rhetorical Figures on Consumers' Effort and Focus in Ad Processing
Previous research demonstrates that rhetorical figures differentially affect the extent of ad processing. Specifically, tropes (a type of figure) deviate more from expected language use than schemes, with the greater deviation yielding more extensive ad processing. We extend previous research in two ways by focusing on the incongruity differences that exist between schemes and tropes. Study 1 uses syndicated data (Starch readership scores) to tes…
Consumer Behavior in Brand Consumption and Identification (4 works) · Computer Science (3 works) · Consumer Market Behavior and Pricing (3 works) · Psychology (3 works) · Business (2 works) · History (2 works) · Library science (2 works) · Marketing (2 works) · Social Psychology (2 works) · Advertising (1 work)