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Implicit memory: a prime example for brand consideration and choice
Author(s) -
Coates Sarah L.,
Butler Laurie T.,
Berry Dianne C.
Publication year - 2004
Publication title -
applied cognitive psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.719
H-Index - 100
eISSN - 1099-0720
pISSN - 0888-4080
DOI - 10.1002/acp.1044
Subject(s) - priming (agriculture) , psychology , preference , set (abstract data type) , consumer choice , task (project management) , choice set , implicit memory , two alternative forced choice , cognitive psychology , brand names , social psychology , cognition , advertising , econometrics , computer science , statistics , microeconomics , mathematics , economics , botany , germination , management , business , neuroscience , biology , programming language
Three experiments investigated the influence of implicit memory for familiar brand names on consumer choice. Priming was measured using modified preference judgment tasks that comprised both brand consideration and choice components. Experiment 1 used a ‘complex choice task’ where consideration and choice stages were characterized as acting in sequence. Experiment 2 explored a different formulation whereby consideration and choice were assumed to act in parallel. Both experiments demonstrated that priming had an influence on brand consideration but not on final or preferred choice. Finally, Experiment 3 replicated and extended these findings under more realistic conditions where participants actually received some of the products that they selected. Overall, the experiments suggested that for many decisions involving the consideration of familiar brands prior to choice, previous exposure to brand names can increase the likelihood that they will enter the consumers' consideration set. However, the advantage does not appear to extend to choice itself. Copyright © 2004 John Wiley & Sons, Ltd.