Quotation Marckhgott, Eva, Kamleitner, Bernadette. 2017. Silent Persuaders: Can Promotional Merchandise Incidentally Affect Reactions to a Brand? Society for Consumer Psychology Conference (SCP), San Francisco, Vereinigte Staaten/USA, 16.02.-18.02.


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Abstract

Consumers often use promotional merchandise without noticing. We investigate whether such incidental encounters affect consumer response, whether brand familiarity moderates the type of response, and whether incidental exposure to billboards is similarly effective. Manipulating incidental exposure, we find that promotional merchandise (a branded pen) affects brands even if unnoticed. However, the type of response depends on prior familiarity. In case of familiar brands promotional merchandise increases brand awareness and spontaneous brand choice. Low familiarity brands benefit from a boost in brand attitude. Moreover, incidental brand exposure through merchandise tends to be more effective than exposure through billboards.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Paper presented at an academic conference or symposium
Language English
Title Silent Persuaders: Can Promotional Merchandise Incidentally Affect Reactions to a Brand?
Event Society for Consumer Psychology Conference (SCP)
Year 2017
Date 16.02.-18.02.
Country United States/USA
Location San Francisco

Associations

People
Marckhgott, Eva (Details)
Kamleitner, Bernadette (Details)
Organization
Marketing and Consumer Research IN (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
5320 Marketing (Details)
5321 Market research (Details)
5338 Science of advertising (Details)
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