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The Effect of Experience: A Matter of Salience?
Alice M. Tybout and Richard F. Yalch
Journal of Consumer Research
Vol. 6, No. 4 (Mar., 1980), pp. 406-413
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2488741
Page Count: 8
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A labeling technique was employed to explore processes underlying the effects of experience. It was found that labeled individuals both behaved and perceived themselves in a manner consistent with their label. However, these effects were mediated by the consistency of the label with the individual's initial self-schema and the availability of other relevant cues. The findings are interpreted in terms of an extended self-perception explanation that incorporates the notion of cue salience.
Journal of Consumer Research © 1980 Oxford University Press