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 July 23, 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 July 23, 2014).

Share This




More Science & Society News

Wednesday, July 23, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Boeing Ups Outlook on 52% Profit Jump

Boeing Ups Outlook on 52% Profit Jump

Reuters - Business Video Online (July 23, 2014) Commercial aircraft deliveries rose seven percent at Boeing, prompting the aerospace company to boost full-year profit guidance- though quarterly revenues missed analyst estimates. Bobbi Rebell reports. Video provided by Reuters
Powered by NewsLook.com
9/11 Commission Members Warn of Terror "fatigue" Among American Public

9/11 Commission Members Warn of Terror "fatigue" Among American Public

Reuters - US Online Video (July 22, 2014) Ten years after releasing its initial report, members of the 9/11 Commission warn of the "waning sense of urgency" in combating terrorists attacks. Mana Rabiee reports. Video provided by Reuters
Powered by NewsLook.com
CDC Head Concerned About a Post-Antibiotic Era

CDC Head Concerned About a Post-Antibiotic Era

AP (July 22, 2014) Sounding alarms about the growing threat of antibiotic resistance, CDC Director Tom Frieden warned Tuesday if the global community does not confront the problem soon, the world will be living in a devastating post-antibiotic era. (July 22) Video provided by AP
Powered by NewsLook.com
Raw: First Lady Says `Drink Up' More Water

Raw: First Lady Says `Drink Up' More Water

AP (July 22, 2014) First lady Michelle Obama, along with help from some children, unveiled a temporary sign on the White House's South Lawn. It's part of her initiative to get Americans to drink more water. (July 22) Video provided by AP
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