Featured Research

from universities, journals, and other organizations

Subconscious Encounters: How Brand Exposure Affects Your Choices

Date:
October 15, 2008
Source:
University of Chicago Press Journals
Summary:
Products with visible brand names are everywhere; many times we don't even notice them. But how much do those unnoticed exposures affect brand choices? Quite a bit, according to a new study in the Journal of Consumer Research.

Products with visible brand names are everywhere; many times we don't even notice them. But how much do those unnoticed exposures affect brand choices? Quite a bit, according to a new study in the Journal of Consumer Research.

Authors Rosellina Ferraro (University of Maryland), James R. Bettman, and Tanya L. Chartrand (both Duke University) conducted a series of experiments using Dasani water and found that study participants who viewed pictures of ordinary people near bottles of Dasani were more likely to choose that brand over three other brands—even if they were unaware they had seen the logo.

"For example, on any given morning, one might pass several people with Starbucks coffee in hand. Will this repeated exposure affect an observer's decision to select Starbucks coffee if given a choice among coffee brands? We show that the answer is yes, and that repeated exposure to a brand will lead to an increased likelihood of selecting that brand," write the authors.

In the first study, undergraduate study participants viewed photos of people engaged in everyday activities, such as waiting for a bus. Most of the participants were not aware of the presence of the brand. The more pictures of Dasani they viewed, the more likely they were to choose it from a list of brands.

In subsequent studies, participants saw the same photos, but were also distracted by music on headphones and exposed to subliminal flashes of the Dasani logo. The researchers discovered a backlash effect: People with a lot of subliminal exposures to the brand name and a lot of incidental exposures to it were not as likely to choose it.

In a final study, participants were more likely to choose Dasani after seeing photos of people wearing caps with their university's logo (with Dasani nearby) than photos of people wearing a rival team's logo.

"In essence, consumers act as their own implicit market researchers, registering information on frequency of brand exposure and its users and utilizing that information in making brand choices," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Rosellina Ferraro, James R Bettman, and Tanya L. Chartrand. The Power of Strangers: The Effect of Incidental Consumer Brand Encounters on Brand Choice. Journal of Consumer Research, 2008; DOI: 10.1086/592944

Cite This Page:

University of Chicago Press Journals. "Subconscious Encounters: How Brand Exposure Affects Your Choices." ScienceDaily. ScienceDaily, 15 October 2008. <www.sciencedaily.com/releases/2008/10/081014111202.htm>.
University of Chicago Press Journals. (2008, October 15). Subconscious Encounters: How Brand Exposure Affects Your Choices. ScienceDaily. Retrieved August 1, 2014 from www.sciencedaily.com/releases/2008/10/081014111202.htm
University of Chicago Press Journals. "Subconscious Encounters: How Brand Exposure Affects Your Choices." ScienceDaily. www.sciencedaily.com/releases/2008/10/081014111202.htm (accessed August 1, 2014).

Share This




More Science & Society News

Friday, August 1, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

House Republicans Vote to Sue Obama Over Healthcare Law

House Republicans Vote to Sue Obama Over Healthcare Law

Reuters - US Online Video (July 31, 2014) The Republican-led House of Representatives votes to sue President Obama, accusing him of overstepping his executive authority in making changes to the Affordable Care Act. Mana Rabiee reports. Video provided by Reuters
Powered by NewsLook.com
Florida Panther Rebound Upsets Ranchers

Florida Panther Rebound Upsets Ranchers

AP (July 31, 2014) With Florida's panther population rebounding, some ranchers complain the protected predators are once again killing their calves. (July 31) Video provided by AP
Powered by NewsLook.com
Britain Testing Driverless Cars on Roadways

Britain Testing Driverless Cars on Roadways

AP (July 30, 2014) British officials said on Wednesday that driverless cars will be tested on roads in as many as three cities in a trial program set to begin in January. Officials said the tests will last up to three years. (July 30) Video provided by AP
Powered by NewsLook.com
Health Insurers' Profits Slide

Health Insurers' Profits Slide

Reuters - Business Video Online (July 30, 2014) Obamacare-related costs were said to be behind the profit plunge at Wellpoint and Humana, but Wellpoint sees the new exchanges boosting its earnings for the full year. Fred Katayama reports. Video provided by Reuters
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins