The Temporary Construction of Consumer Attitudes
研究了消费者在外部信息和自身经验基础上构建态度的过程，发现消费者的目标和信息顺序共同影响态度形成，并通过锚定调整机制实现。
Thisarticle investigates factors that affect whether people will construct attitudes based onexternal information from others, their owndirect experience.orsome combination ofthetwo.Evidence from two studies suggests that consumers' salient goals and the orderand degree of favorability associated with thetwotypes of information (external vs, experiential) arefactors that may jointly determine attitude construction.In study I, participants who were in an evaluative (nonevaluative) frame of mind were more likely toconstruct theirattitudes based on initial (recent) diagnostic information regarding theattitude object (i.e.•anadvertisement).Participants appear to use ananchoring andadjustment process toconstruct theirattitudes.Instudy 2.to further testthisanchoring and adjustment explanation, weusethewell-established finding thatpeople sometimes express attitude behaviors inlinewith athird party'sviews.When athird party created anexternal contingency.participants nolonger systematically anchored on prior or recent information toward theattitude object.The results of these twostudies point out the usefulness of identifying (a) processes of attitude construction.and(b) processes of how consumers determine whether a generated attitude is an appropriate guide fortheirbehavior.The findings arediscussed in terms ofthecurrent retrieval versus construction debate intheattitude literature.Some attitude research appears to be based on the assumption that people walk around with stored attitudes toward some objects.In fact, the classic and more recent definitions of an attitude (e.g., a predisposed tendency to respond to something in a favorable way; Eagly & Chaiken, 1993) reflect this premise, as does work demonstrating the functional usefulness of possessing a particular state of readiness to respond to classes of objects (Katz, 1960;