Extending overjustification: the effect of perceived reward-giver intention on response to rewards.
The perceived intention model incorporates a new moderator, beliefs about reward-giver intention, into the overjustification paradigm. In 2 simulated shopping studies featuring products paired with promotional rewards, consumers who believed the marketer was promotion focused (reward used to encourage purchase) reported lower purchase intentions and brand attitudes for promoted products after promotion, whereas consumers who believed the marketer was reward focused (promotion used to distribute the reward) showed no attitude change. Promotion-focus beliefs lowered attitudes by heightening the contingency between the promotion and purchase and thereby increasing the perceived causal role of the reward. This effect was contingent on initial behavior--postpromotion attitude change occurred for consumers who actively engaged in product decisions but not for consumers who passively observed the choice sets.
Forehand
M R
MR
University of Washington Business School, Box 353200, Seattle, Washington 98195, USA. forehand@u.washington.edu
D000328:Adult; D000329:Advertising; D000704:Analysis of Variance; D001290:Attitude; D002755:Choice Behavior; D005260:Female; D006801:Humans; D008297:Male; D008960:Models, Psychological; D009042:Motivation; D012201:Reward; D014481:United States