Making Products Feel Special: When Metacognitive Difficulty Enhances Evaluation

• Published in: Journal of marketing research Vol. 47; no. 6; pp. 1059 - 1069
• Main Authors: POCHEPTSOVA, ANASTASIYA, LABROO, APARNA A., DHAR, RAVI
• Format: Journal Article
• Language: English
• Published: Chicago American Marketing Association 01.12.2010; SAGE PUBLICATIONS, INC
• Subjects: Advertising research; Automobiles; Brie cheese; Consumer behavior; Consumer goods; Consumer research; Consumption; Consumption theories; Gourmets; Marketing; Metacognition; Perception tests; Studies; Typographic fonts; Uniqueness

More than 200 studies suggest that metacognitive difficulty reduces the liking of an object. In contrast to those findings, the authors demonstrate that the effects of metacognitive experiences on evaluation are sensitive to the consumption domain. In the domain of everyday goods, metacognitive diff...