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.
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openalex_W2075318833 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Wayne D. Hoyer, Steven P. Brown
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Journal journal of consumer research
Year 1990
DOI
10.1086/208544
URL
https://doi.org/10.1086/208544
Keywords Keywords not found

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