Cognitive Complexity, Attitudinal Affect, and Dispersion in Affect Ratings for Products
1a Department of Management and Marketing , College of Commerce and Business Administration, The University of Alabama , USA.
The Journal of Social Psychology
|January 31, 2017
Summary
Cognitively complex individuals exhibit less intense emotions and a wider range of emotional responses compared to simpler individuals. This study explored cognitive complexity, affect, and emotional dispersion in business students.
Area of Science:
- Psychology
- Consumer Behavior
Background:
- Understanding the relationship between cognitive processing and emotional responses is crucial in marketing.
- Cognitive complexity influences how individuals process information and form attitudes.
Purpose of the Study:
- To investigate the links between cognitive complexity, attitudinal affect, and the dispersion of affect scores.
- To explore these relationships within the context of consumer products like automobiles and toothpaste.
Main Methods:
- Utilized Pearson product-moment correlation analysis.
- Sample comprised 102 male business administration undergraduates.
- Examined responses related to models of automobiles and toothpaste brands.
Main Results:
- Found a significant negative correlation between cognitive complexity and the level of affect.
- Observed a significant positive correlation between cognitive complexity and the dispersion of affect scores.
- Cognitively complex subjects displayed lower affect levels and greater affect dispersion.
Conclusions:
- Cognitive complexity is associated with a more nuanced and less intense emotional response to products.
- Findings suggest that individuals with higher cognitive complexity may have more varied emotional reactions to marketing stimuli.
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