Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product
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ID: 299783
1990
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Abstract
Results of a controlled experiment on the role of brand awareness in the consumer choice process showed that brand awareness was a dominant choice heuristic among awareness-group subjects. Subjects with no brand awareness tended to sample more brands and selected the high-quality brand on the final choice significantly more often than those with brand awareness. Thus, when quality differences exist among competing brands, consumers may “pay a price” for employing simple choice heuristics such as brand awareness in the interest of economizing time and effort. However, building brand awareness is a viable strategy for advertising aimed at increasing brand-choice probabilities.
| Reference Key |
openalex_W2075318833
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|---|---|
| Authors | Wayne D. Hoyer, Steven P. Brown |
| Journal | journal of consumer research |
| Year | 1990 |
| DOI |
10.1086/208544
|
| URL | |
| Keywords | Keywords not found |
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