Journal Article10.1086/673522
Distinctively Different: Exposure to Multiple Brands in Low-Elaboration Settings
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TL;DR: This paper examined how being exposed to multiple brands at once affects consumers' reactions to these brands, particularly when little effort is exerted in processing this information, and argued that when a focal brand is seen with a brand that has a dissimilar personality, it will seem more distinctive and thus garner more positive consumer reactions than if it is seen to have a similar personality.
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Abstract: Consumers see many brands during the course of a day but often pay very little attention to how such exposures will influence their subsequent decisions. This research examines how being exposed to multiple brands at once affects consumers' reactions to these brands, particularly when little effort is exerted in processing this information. Focusing on the role of brand personalities, we argue that when a focal brand is seen with a brand that has a dissimilar personality, it will seem more distinctive and thus garner more positive consumer reactions than if it is seen with a brand that has a similar personality. The first two experiments provide support for the positive impact of dissimilar brand personalities under low-elaboration settings. The last two experiments examine the process that leads to stronger preferences for the focal brand and suggest that enhanced distinctiveness benefits the focal brand by differentiating it from similar competitors.
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Citations
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An Exploration and Investigation of Edible Insect Consumption: The Impacts of Image and Description on Risk Perceptions and Purchase Intent
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Sustainably sustaining (online) fashion consumption: Using influencers to promote sustainable (un)planned behaviour in Europe's millennials
Leanne Johnstone,Cecilia Lindh +1 more
TL;DR: In this paper, the authors explore if, how and through what channels millennials' sustainability values translate into action when it comes to fashion garments, finding that purchase intent is often guided by unintentional, non-linear processes wherein trust in intermediaries such as celebrity influencers, rather than the fashion retailers' corporate social responsibility (CSR) approach condition behaviour.
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The role of brand personality in the formation of consumer affect and self-brand connection
TL;DR: In this paper, the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers was explored, and it was found that increases in brand excitement and sincerity were related to differences in positive affect evoked by favorable and unfavorable brands.
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L'analyse des effets de médication modérée:: Applications en marketing
Sylvie Borau,Assâad El Akremi,Leila Elgaaied-Gambier,Linda Hamdi-Kidar,Charlotte Ranchoux +4 more
- 01 Jan 2015
TL;DR: In this article, the méthode de Hayes (2013a, 2013b) is discussed, which permits tester simultanément et de manière rigoureuse les effets médiateurs and les effet modérateurs.
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•Posted Content
Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice
TL;DR: In this article, consumers simultaneously pursue assimilation and differentiation goals on different dimensions of a single choice: they assimilate to their group on one dimension (by conforming on identity-signaling attributes such as brand) while differentiating on another dimension (distinguishing themselves on uniqueness attributes, such as color).
279
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