Van Kerckhove, Anneleen; Geuens, Maggie; Vermeir, Iris - In: Journal of Business Research 65 (2012) 5, pp. 692-700
This study investigates the cognitive processes underlying the increased preference-behavior correspondence following intention formation. In line with ‘intention superiority’ principles, three studies show that a brand that consumers tied to their intention remains in a heightened state of...