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Implicit memory and consumer choice: the mediating role of brand familiarity

Coates, S. L., Butler, L. T. and Berry, D. C. (2006) Implicit memory and consumer choice: the mediating role of brand familiarity. Applied Cognitive Psychology, 20 (8). pp. 1101-1116. ISSN 0888-4080

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To link to this article DOI: 10.1002/acp.1262

Abstract/Summary

Two experiments investigated the influence of implicit memory on consumer choice for brands with varying levels of familiarity. Priming was measured using a consideration-choice task, developed by Coates, Butler and Berry (2004). Experiment 1 employed a coupon-rating task at encoding that required participants to meaningfully process individual brand names, to assess whether priming could affect participants' final (preferred) choices for familiar brands. Experiment 2 used this same method to assess the impact of implicit memory on consideration and choice for unknown and leader brands, presented in conjunction with familiar competitors. Significant priming was obtained in both experiments, and was shown to directly influence final choice in the case of familiar and highly familiar leader brands. Moreover, it was shown that a single prior exposure could lead participants to consider buying an unknown, and indeed fictitious, brand. Copyright (c) 2006 John Wiley & Sons, Ltd.

Item Type:Article
Refereed:Yes
Divisions:Faculty of Life Sciences > School of Psychology and Clinical Language Sciences
ID Code:14116
Uncontrolled Keywords:INCIDENTAL AD EXPOSURE, WORD-STEM COMPLETION, CONSIDERATION SETS, FRAGMENT COMPLETION, AWARENESS, ASSOCIATIONS, NONWORDS, PRODUCT, LEVEL, TESTS

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