Information Accessibility as a Moderator of Judgments: The Role of Content versus Retrieval Ease
Alice M. Tybout, Brian Sternthal, Prashant Malaviya, Georgios A. Bakamitsos, Se-Bum Park
Journal of Consumer Research · 2005 · Volume 32 · Issue 1
Abstract
We hypothesize that the accessibility of task-relevant knowledge determines whether judgments reflect the substance of the information that is brought to mind or the ease of generating and retrieving such information. Our findings indicate that when relevant knowledge is highly accessible or not at all accessible, judgments are based on the content of the information considered. Between these extremes in knowledge accessibility, judgments are based on the perceived ease with which information can be retrieved. This perceived ease is a function of both the number of reasons requested and the wording of the retrieval request.
Keywords
Affect/Emotions/Mood, Cognitive Processes, Judgment and Decision Making, Memory, Situation/Context Issues
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