TY  - JOUR
AB  - The effects of imagined versus actual ease of self-generating product-related information were investigated. An ad invited recipients to name either one reason or 10 reasons for (against) choosing a BMW over a Mercedes. Participants who complied with the task experienced the retrieval of one reason as easier than the retrieval of 10 reasons. Participants who did not comply nevertheless imagined the former as easier than the latter. Independent of whether ease was actually experienced or merely imagined, participants evaluated BMW more (less) favorably and Mercedes less (more) favorably when the retrieval was easy rather than difficult.
DA  - 1997
DO  - 10.1086/209502
LA  - eng
IS  - 2
M2  - 170
PY  - 1997
SN  - 0093-5301
SP  - 170-178
T2  - Journal of Consumer Research
TI  - There are many reasons to drive a BMW: Does imagined ease of argument generation influence attitudes?
UR  - https://nbn-resolving.org/urn:nbn:de:0070-pub-19244567
Y2  - 2024-12-26T19:35:15
ER  -