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.
BibTeX
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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Status of publication | Published |
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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 (Former researcher)
- Kamleitner, Bernadette (Details)
- Organization
- Institute for 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)