Northwestern Kellogg logo

Take Action

Home | Faculty & Research Overview | Research

Research Details

Examining the Vividness Controversy: An Availability-Valence Interpretation, Journal of Consumer Research

Abstract

The effect of vividness on attitudinal judgments is a controversial issue. Experimental evidence indicates that vividness often has no effect on attitudinal judgments; however, there is also evidence that vividness can enhance or undermine the favorableness of attitudinal judgments. In this article, the authors introduce the availability-valence hypothesis to predict and explain the effects of vividness and to account for the frequent observation of a null effect.

Type

Article

Author(s)

Date Published

1986

Citations

. 1986. Examining the Vividness Controversy: An Availability-Valence Interpretation. Journal of Consumer Research.(4): 418-431.

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more