The effect of measuring intent on brand-level purchase behavior

Article Abstract:

Previous research has demonstrated that merely asking consumers purchase intent questions has a significant impact on their actual purchase incidence in the category. Our article extends this research to explore the impact of the "mere-measurement" effect at the brand level. We hypothesize that there are predictable patterns of brand-level purchase effects that depend on whether a consumer has previously made a purchase in the product category. The results demonstrate that current owners of cars are more likely to repurchase the brands they currently own when they are asked intent questions. In addition, the purchase behavior of current car owners is more consistent with their brand attitudes when they are asked intent questions. First-time car buyers, on the other hand, are more likely to purchase brands that have large market shares when asked intent questions. Finally, we discuss both the implications of these results and opportunities for future research. (Reprinted by permission of the publisher.)

Measurement, Intention, Intention (Psychology)

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The influence of brand name's association set size and word frequency on brand memory

Article Abstract:

Theory that memory for brand information is enhanced by associations related to the brand name (because each association represents a possible retrieval clue) is countered by other theory that associations may cue competing concepts and so produce interference. The current research examines this issue in terms of the distinctiveness hypothesis. Results of two studies suggest that brand names composed of words encountered frequently in the language elicit nondistinctive processing, and memory for brand information is inversely related to the number of related associations. However, brand names composed of low frequency words stimulate distinctive encoding, which may eliminate or reverse the former pattern of effects. (Reprinted by permission of the publisher.)

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The influence of print advertisement organization on affect toward a brand name

Article Abstract:

Three experiments demonstrate that the allocation of subconscious resources during the processing of ads can influence the evaluation of the brand names or logos included in the ads. The evaluation of a brand name is shown to depend on its placement relative to the ad's focal information. Increases in brand name evaluation are attributed to matching activation - the elaborated processing of nonattended material in one hemisphere when the opposing hemisphere is the primary processor of the attended material. Implications for the design and layout of print ads and for the influence of advertising on purchase behavior are discussed. (Reprinted by permission of the publisher.)

Analysis, Advertising research

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