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Motivated Reasoning: A Depth-of-Processing Perspective

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  • Jain, Shailendra Pratap
  • Maheswaran, Durairaj

Abstract

We show how motivation affects reasoning through reliance on a biased set of cognitive processes. We manipulate the level of brand preference experimentally and expose subjects to a message that is either consistent or inconsistent with their manipulated preference. Further, the message contains either strong or weak arguments. In two experiments, we find that preference-inconsistent information is processed more systematically and is counter argued more than preference-consistent information. In addition, experiment 2 shows that strong arguments are more persuasive than weak arguments in the preference-inconsistent condition. We employ the heuristic-systematic model of persuasion and its sufficiency principle as a framework to understand the psychological mechanism that underlies the biased processing of preference-inconsistent information. Copyright 2000 by the University of Chicago.

Suggested Citation

  • Jain, Shailendra Pratap & Maheswaran, Durairaj, 2000. "Motivated Reasoning: A Depth-of-Processing Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(4), pages 358-371, March.
    • Handle: RePEc:oup:jconrs:v:26:y:2000:i:4:p:358-71
    DOI: 10.1086/209568
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    1. Agrawal, Nidhi & Han, DaHee & Duhachek, Adam, 2013. "Emotional agency appraisals influence responses to preference inconsistent information," Organizational Behavior and Human Decision Processes, Elsevier, vol. 120(1), pages 87-97.
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    4. Khare, Adwait & Labrecque, Lauren I. & Asare, Anthony K., 2011. "The Assimilative and Contrastive Effects of Word-of-Mouth Volume: An Experimental Examination of Online Consumer Ratings," Journal of Retailing, Elsevier, vol. 87(1), pages 111-126.
    5. Jang, Seongsoo & Chung, Jaihak & Rao, Vithala R., 2021. "The importance of functional and emotional content in online consumer reviews for product sales: Evidence from the mobile gaming market," Journal of Business Research, Elsevier, vol. 130(C), pages 583-593.
    6. Rebecca Hamilton & Debora Thompson & Zachary Arens & Simon Blanchard & Gerald Häubl & P. Kannan & Uzma Khan & Donald Lehmann & Margaret Meloy & Neal Roese & Manoj Thomas, 2014. "Consumer substitution decisions: an integrative framework," Marketing Letters, Springer, vol. 25(3), pages 305-317, September.
    7. Sarah E. Vaala & Matthew A. Lapierre, 2014. "Marketing Genius: The Impact of Educational Claims and Cues on Parents' Reactions to Infant/Toddler DVDs," Journal of Consumer Affairs, Wiley Blackwell, vol. 48(2), pages 323-350, June.
    8. Hung, Yu-Chen & Song, Liang & Chao, Chih-Wei (Fred) & Guan, Chong, 2017. "Love at first sight: The effect of presentation order on evaluation of experiential options in luxury tour packages," Journal of Business Research, Elsevier, vol. 81(C), pages 181-191.
    9. Claus, Bart & Geyskens, Kelly & Millet, Kobe & Dewitte, Siegfried, 2012. "The referral backfire effect: The identity-threatening nature of referral failure," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 370-379.
    10. Darren W Dahl & Eileen Fischer & Gita V Johar & Vicki G Morwitz, 2017. "Making Sense from (Apparent) Senselessness: The JCR Lens," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 719-723.
    11. Helena Bilandzic & Susanne Kinnebrock & Magdalena Klingler, 2020. "The Emotional Effects of Science Narratives: A Theoretical Framework," Media and Communication, Cogitatio Press, vol. 8(1), pages 151-163.
    12. Chen, Zihe & Zhu, Dong Hong, 2022. "Effect of dynamic promotion display on purchase intention: The moderating role of involvement," Journal of Business Research, Elsevier, vol. 148(C), pages 252-261.
    13. Shalini Sarin Jain & Shailendra Pratap Jain & Yexin Jessica Li, 2023. "Sustaining Livelihoods or Saving Lives? Economic System Justification in the Time of COVID-19," Journal of Business Ethics, Springer, vol. 183(1), pages 71-104, February.
    14. Matthew Lee & Dr. Frankie Law, 2015. "The discount framing in different pricing schemes: Combined versus partitioned pricing," Journal of Business & Management (COES&RJ-JBM), , vol. 3(4), pages 439-458, October.
    15. J. Luzak, 2014. "To Withdraw Or Not To Withdraw? Evaluation of the Mandatory Right of Withdrawal in Consumer Distance Selling Contracts Taking Into Account Its Behavioural Effects on Consumers," Journal of Consumer Policy, Springer, vol. 37(1), pages 91-111, March.
    16. Rathee, Shelly & Masters, Tamara M. & Yu-Buck, Grace F., 2022. "So fun! How fun brand names affect forgiveness of hedonic and utilitarian products," Journal of Business Research, Elsevier, vol. 139(C), pages 44-55.
    17. Jihye Park & H. Rao Unnava, 2024. "A double-edged sword: the effect of brand self-regulatory messages on brand attitude in the U.S," Journal of Brand Management, Palgrave Macmillan, vol. 31(5), pages 482-501, September.
    18. Alexander Peysakhovich & Uma R. Karmarkar, 2016. "Asymmetric Effects of Favorable and Unfavorable Information on Decision Making Under Ambiguity," Management Science, INFORMS, vol. 62(8), pages 2163-2178, August.
    19. Sarah Bonner & Tracie Majors & Stacey Ritter, 2018. "Prepopulating Audit Workpapers with Prior Year Assessments: Default Option Effects on Risk Rating Accuracy," Journal of Accounting Research, Wiley Blackwell, vol. 56(5), pages 1453-1481, December.
    20. Keeling, Kathleen A. & McGoldrick, Peter J. & Sadhu, Henna, 2013. "Staff Word-of-Mouth (SWOM) and retail employee recruitment," Journal of Retailing, Elsevier, vol. 89(1), pages 88-104.

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