Effects of brand awareness on choice for a common, repeat-purchase product

Article 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. (Reprinted by permission of the publisher.)

Marketing research, Brand choice, Market research

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Promotion signal: proxy for a price cut?

Article Abstract:

Evidence suggests that some consumers react to promotion signals without considering relative price information. We adopt Petty and Cacioppo's Elaboration Likelihood Model (ELM) to explain this behavior in terms of the ELM's peripheral route to persuasion in which the promotion signal is taken as a cue for a price cut. Experimental results show that low need for cognition individuals react to the simple presence of a promotion signal whether or not the price of the promoted brand is reduced, but that high need for cognition individuals react to a promotion signal only when it is accompanied by a substantive price reduction. (Reprinted by permission of the publisher.)

Price cutting

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The comprehension-miscomprehension of print communication: selected findings

Article Abstract:

We conducted a large scale, nationally representative study of the comprehension-miscomprehension of print communications involving 54 advertisements and 54 editorials. On average, 21.4 percent of the material was mis-comprehended with an additional 15.5 percent of "don't know" responses. Editorial content was associated with slightly higher rates of miscomprehension than was advertising content. Except for age and amount of formal education and income, other basic socio-demographic variables appeared to be negligibly related to miscomprehension. We discuss the implications of these findings. (Reprinted by permission of the publisher.)

Communication, Communications, Comprehension, Written communication, Magazine advertising, Editorials

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