Linking Thought and Behavior: Evidence for Process—Mode of Expression Congruence Effects
Document Type
Article
Publication Date
2022
Keywords
Dual-process models, Information processing, Modes of preference expression
Abstract
Prior research suggests that the influence of marketing cues on consumers’ behavior can occur as a result of either system 1 processes (i.e., associative, intuitive, impulsive processes) or system 2 processes (i.e., rule-based, analytic, reflective processes). We demonstrate that how people express a behavior can influence whether the behavior reflects predominantly system 1 or system 2 processing. Specifically, we propose a process—mode of expression congruence effect, whereby less deliberate behaviors (e.g., physically grabbing something) are relatively more sensitive to system 1 processing, while more deliberate behaviors (e.g., writing down one’s preference) are relatively more sensitive to system 2 processing. Six studies provide support for process—mode of expression congruence, showing that the magnitude and direction in which an environmental cue influences a consumer’s behavior can depend on the deliberateness of the mode of expression.
Digital Object Identifier (DOI)
https://doi.org/10.1002/jcpy.1241
Citation / Publisher Attribution
Journal of Consumer Psychology, v. 32, issue 1, p. 87-96
Scholar Commons Citation
Nowlan, Luke; Borenstein, Benjamin; Morgan, Carter; Xu, Minzhe; and Janiszewski, Chris, "Linking Thought and Behavior: Evidence for Process—Mode of Expression Congruence Effects" (2022). School of Marketing and Innovation Faculty Publications. 9.
https://digitalcommons.usf.edu/mai_facpub/9
Was this content written or created while at USF?
Yes
