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Between two brands: a goal fluency account of brand evaluation
Previous research has shown that prior exposures to advertisements in one product category can affect consumers' subsequent judgments of brands from a related but different category (e.g., mayonnaise and ketchup). When consumers subsequently encounter a related product advertisement, they can process the advertisement more easily. This increased ease of processing, termed "processing fluency," is a positive experience, which in turn leads to more favorable evaluation of the advertised product. The focus of this article is to extend the processing fluency model to show that when consumers can more readily process the goal that a product services, they also develop more positive attitudes toward the product. More specifically, the authors proposed that there are two fundamental goals (promotion and prevention) that consumers possess, and usually, only one of these goals is dominant at any given time. Across two studies, the authors show that consumers' evaluation of an advertised brand can be influenced by the compatibility or conflict between the goals addressed by the target advertisement and by prior advertising.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Brand image Product Choice Advertisements Brand Preferences studies |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |