The Routledge Companion to Consumer Behavior by Solomon Michael R.; Lowrey Tina M.;

Author:Solomon, Michael R.; Lowrey, Tina M.;
Language: eng
Format: epub
Publisher: Taylor and Francis

Singular versus Comparative Brand Attitudes

Even when many brands are available, consumers often simplify information processing by evaluating brands one at a time (singular evaluation), rather than by comparing two or more brands (comparative evaluation; Kardes, 2013). Because comparative processing is more effortful than singular processing, consumers often compare brands only when they are explicitly instructed to do so (Wang & Wyer, 2002). Furthermore, comparative processing is likely only when the motivation and the opportunity to process information carefully are high (Sanbonmatsu, Vanous, Hook, Posavac, & Kardes, 2011). Consumers are often cognitive misers, and this encourages the use of singular processing over comparative processing.

The conditions under which singular versus comparative processing are likely to occur can be investigated by orthogonally manipulating the valence of information about a focal target and the remaining alternatives. When singular processing occurs, the valence of the information about the alternatives has no influence on evaluation. When comparative processing occurs, the valence of the information about the alternatives influences evaluation. The valence of the information about the alternatives has no effect when accountability is low or when time pressure is high. In addition, the relative amount of time spent reading about the alternatives is low when time pressure is high (Sanbonmatsu et al., 2011).

The direction-of-comparison effect, or the tendency to weigh the unique features of the focal option more heavily than the unique features of the alternative option, also decreases when the singular processing is likely due to an impression set (i.e., instructions to form a global impression of each option; Sanbonmatsu, Kardes, & Gibson, 1991), or due to a low need for cognition, or due to the preference to think as little as possible (Mantel & Kardes, 1999). The direction-of-comparison effect is more pronounced when comparative processing is likely due to a memory set (e.g., instructions to memorize the specific features of each option) or due to a high need for cognition.

Research on the brand positivity effect, or the tendency to overvalue the first satisfactory brand that is encountered, shows that the brand positivity effect is a singular processing phenomenon, and that the effect is diminished when comparative processing occurs (Posavac, Kardes, Sanbonmatsu, & Fitzsimons, 2005; Posavac, Sanbonmatsu, Kardes, & Fitzsimons, 2004). Singular processing also encourages consumers to rate all brands as better than average, provided that the brands are moderately favorable (Klar & Giladi, 1997). The better-than-average effect disappears when comparative processing is likely.

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