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Seeing Something New

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  • Daisung Jang
  • Do-Yeong Kim

Abstract

With the rise of online commerce, consumers come into contact with novel products in unfamiliar categories. Our aim was to contribute to the understanding of explicit and implicit attitude formation by studying the effects of elaboration and repetition as strategies for the formation of positive explicit and implicit attitudes toward novel brands in unfamiliar categories. Across three studies, results indicated that explicit attitudes may form with both elaboration and repetition, but the presence of competing products interfered with positive explicit attitude formation. Elaboration was not an effective strategy for implicit attitude formation, but repetitive exposure of an object coupled with a positive valence was successful in the formation of positive implicit attitudes. There may be dual routes to explicit and implicit attitude formation with different consequences for managerial action. Limitations and managerial implications are discussed.

Suggested Citation

  • Daisung Jang & Do-Yeong Kim, 2013. "Seeing Something New," SAGE Open, , vol. 3(3), pages 21582440135, August.
    • Handle: RePEc:sae:sagope:v:3:y:2013:i:3:p:2158244013500676
    DOI: 10.1177/2158244013500676
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    References listed on IDEAS

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