Exploring Differences in Attitudes Between Light and Heavy Brand Users

Abstract

Prior research on attitude has suggested that examining differences in attitudinal dimensions between known groups is a fruitful area of inquiry. In this research, we examine differences in attitudinal dimensions between heavy and light users of a brand. In the first, exploratory study, we find that brand-name accessibility is linked with feelings about the brand for heavy users, and with thoughts about the brand for light users. In a second, follow-up study, we show that advertising messages that are feelings based are more likely to enhance brand-name accessibility for heavy users than messages that are attribute based.

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