Journal ArticleDOI
Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product
Wayne D. Hoyer,Steven P. Brown +1 more
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TLDR
This paper found that consumers 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, 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.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.read more
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Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Journal ArticleDOI
Heuristic Decision Making
TL;DR: Research indicates that individuals and organizations often rely on simple heuristics in an adaptive way, and ignoring part of the information can lead to more accurate judgments than weighting and adding all information, for instance for low predictability and small samples.
Journal ArticleDOI
A conceptual model of perceived customer value in e-commerce: A preliminary investigation
Zhan Chen,Alan J. Dubinsky +1 more
TL;DR: In this article, the authors present an exploratory study of a conceptual model of perceived customer value in a business-to-consumer e-commerce setting, including valence of on-line shopping experience, perceived product quality, perceived risk, and product price.
Journal ArticleDOI
The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective
Anca E. Cretu,Roderick J. Brodie +1 more
TL;DR: In this article, the influence of brand image and reputation on customers' perceptions of product and service quality, customer value, and customer loyalty in a business market where there are three manufacturers marketing their brands directly to a large number of small firms.
Journal ArticleDOI
Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
Chen Lou,Shupei Yuan +1 more
TL;DR: In this paper, preliminary research involves preliminary research to understand the mechanism by which influencer marketing affects the effectiveness of influencer campaigns, and the results show that the effect of influencers' marketing on the performance of online advertising has been studied.
References
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Book
Judgment Under Uncertainty: Heuristics and Biases
Amos Tversky,Daniel Kahneman +1 more
TL;DR: The authors described three heuristics that are employed in making judgements under uncertainty: representativeness, availability of instances or scenarios, and adjustment from an anchor, which is usually employed in numerical prediction when a relevant value is available.
Journal ArticleDOI
Telling more than we can know: Verbal reports on mental processes.
TL;DR: In this paper, it was shown that people are sometimes unaware of the existence of a stimulus that influenced a response, unaware of its existence, and unaware that the stimulus has affected the response.
Journal ArticleDOI
Dimensions of Consumer Expertise
TL;DR: In this paper, a review of empirical results from the psychological literature in a way that provides a useful foundation for research on consumer knowledge is provided by two fundamental distinctions: consumer expertise is distinguished from product-related experience and five distinct aspects, or dimensions, of expertise are identified.
Posted Content
Judgment under Uncertainty
TL;DR: The thirty-five chapters in this book describe various judgmental heuristics and the biases they produce, not only in laboratory experiments but in important social, medical, and political situations as well.