Article2008

The Power of Strangers: The Effect of Incidental Consumer Brand Encounters on Brand Choice

Rosellina Ferraro · James R. Bettman · Tanya L. Chartrand

152 citations0/0 files storedJournal of Consumer Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

In the course of daily encounters with other consumers, an individual may be incidentally exposed to various brands. We refer to these situations as incidental consumer brand encounters (ICBEs). This research examines how ICBEs influence brand choice. Four studies provide evidence that repeated exposure to simulated ICBEs increases choice of the focal brand for people not aware of the brand exposure, that perceptual fluency underlies these effects, and that these effects are moderated by perceivers' automatic responses to the type of user observed with the brand.

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References

1995The need to belong: Desire for interpersonal attachments as a fundamental human motivation.1991Culture and the Self: Implications for Cognition, Emotion, and Motivation 1968Attitudinal effects of mere exposure.1989Stereotypes and prejudice: Their automatic and controlled components.1991The Social Self: On Being the Same and Different at the Same Time 1983Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states.1994The Measurement of Independent and Interdependent Self-Construals 1986On the automatic activation of attitudes.

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