TY - JOUR
T1 - The prevalence of metacognitive routes to judgment
AU - Lee, Angela Y.
PY - 2004
Y1 - 2004
N2 - Metacognitive routes to judgment may be taken more often than suggested by Schwarz (2004). First, judgments that appear to be consistent with a systematic processing account may be based on higher order metacognitive theories. Specifically, individuals' inferential judgments based on naive theories about retrieval ease may be interpreted to be potentially biased, resulting in an adjustment in the opposite direction of the initial judgment to correct for the bias. Second, whereas favorable attitudes may reflect the positive experience of processing fluency, favorable attitudes may also reflect naive theories at work. When the target (e.g., brand name, logo, etc.) can be more easily processed, the hedonic experience of processing fluency gives rise to more favorable attitudes toward the target. However, when information about the target (e.g., an ad highlighting benefits of the brand) can be more easily processed, individuals may interpret the experience of processing fluency based on naive theory and attribute the experience to the information being more persuasive, resulting in more favorable attitudes toward the target.
AB - Metacognitive routes to judgment may be taken more often than suggested by Schwarz (2004). First, judgments that appear to be consistent with a systematic processing account may be based on higher order metacognitive theories. Specifically, individuals' inferential judgments based on naive theories about retrieval ease may be interpreted to be potentially biased, resulting in an adjustment in the opposite direction of the initial judgment to correct for the bias. Second, whereas favorable attitudes may reflect the positive experience of processing fluency, favorable attitudes may also reflect naive theories at work. When the target (e.g., brand name, logo, etc.) can be more easily processed, the hedonic experience of processing fluency gives rise to more favorable attitudes toward the target. However, when information about the target (e.g., an ad highlighting benefits of the brand) can be more easily processed, individuals may interpret the experience of processing fluency based on naive theory and attribute the experience to the information being more persuasive, resulting in more favorable attitudes toward the target.
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U2 - 10.1207/s15327663jcp1404_3
DO - 10.1207/s15327663jcp1404_3
M3 - Article
AN - SCOPUS:9744259507
SN - 1057-7408
VL - 14
SP - 349
EP - 355
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
IS - 4
ER -