Tybout, Alice M.; Sternthal, Brian; Malaviya, Prashant; … - In: Journal of Consumer Research 32 (2005) 1, pp. 76-85
We hypothesize that the accessibility of task-relevant knowledge determines whether judgments reflect the substance of the information that is brought to mind or the ease of generating and retrieving such information. Our findings indicate that when relevant knowledge is highly accessible or not...