The Influence of Contextual Cues in Judgment Formation: An Ecologically Valid Test.

Abstract

An ecologically valid experiment investigated the propositions that (a) people's judgments are influenced by contextual cues, (b) that they are often unaware that those cues influenced them, and (c) that even when they know the cues should influence them, they do not readily incorporate those cues into their judgment formation. After participating in a realistic simulation of a shopping experience, 405 consumers made judgments about whether the product they examined contained fresh or preserved grapefruit sections. Our findings show that despite being aware that contextual cues (such as the location within a store where the product is sold, the type of container it is sold in, and whether the container is chilled or not) generally influence the judgment at hand, people generally fail to realize that their specific judgments were influenced at all. These findings replicate prior studies, thereby extending the generalizability and robustness of prior research.