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Is Diagnostic Evidence on the Dilution Effect Weakened When Nondiagnostic Objections Are Added? A Response to Igou (2007)
Kemmelmeier (2007) challenges the notion of conversational basis of the dilution effect by providing a reanalysis of Igou and Bless (2005), new data, and a metaanalysis. Responding to this evidence, Igou (2007) raises a number of objections that are demonstrated to be without merit against the conclusion that the dilution effect is not the result of the applicable conversational norms. However, Igou points to an unanswered question concerning the role of processing motivation in the emergence of the dilution effect.