Research Details

Abstract

A labeling technique was employed to explore processes underlying the effects of experience. It was found that labeled individuals both behaved and perceived themselves in a manner consistent with their label. However, these effects were mediated by the consistency of the label with the individual's initial self-schema and the availability of other relevant cues. The findings are interpreted in terms of an extended self-perception explanation that incorporates the notion of cue salience.

Type

Article

Author(s)

Alice M. Tybout, Richard F. Yalch

Date Published

1980

Citations

Tybout, Alice M., and Richard F. Yalch. 1980. The Effect of Experience: A Matter of Salience?. Journal of Consumer Research.(4): 406-413.