The Effects of Concurrent Verbalization on Choice Processing
研究比较了在首次选择中是否进行口头表达的受试者，发现口头表达改变了记忆，影响后续任务中的问题框架和品牌处理，但最终选择结果无差异。
Subjects made an initial choice using external product information. Some concurrently verbalized this choice, whereas others did not. Next, they received more information on new brands and a new attribute for all brands. Both verbalizers and nonverbalizers then made a second choice using some of the first choice information incidentally acquired in memory. All subjects verbalized this second choice. The effects of the first choice verbalization manipulation were examined by analyzing the second choice protocols along with the choice outcome and task perception measures. In comparison with verbalizers, nonverbalizers did more problem framing and brand processing during earlier phases of the second choice. However, choice outcomes did not differ. The findings suggest that the verbalization manipulation may have altered the first choice, creating memory differences that affected some subsequent tasks. Retrieval measures corroborate this conclusion. The concurrent verbal protocol method is evaluated on the basis of these findings.