The mere association effect and brand evaluations

Dimofte, Claudiu V.; Yalch, Richard F.

doi:10.1016/j.jcps.2010.09.005

Cited by 47 publications

(50 citation statements)

References 43 publications

(69 reference statements)

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“…The effect was also observed on evaluative judgments. In a different study, consumers exposed to the word frog were more likely to choose a wine bottle featuring a frog on its label, but the word warts (as a negative associate of toads and frogs) produced avoidance behavior for the same label instead (Dimofte & Yalch, 2010b). This research is informative regarding the unexpected and potentially damaging effects that may occur when specific primes are paired with brand names, despite the fact that the mere association effect should be consciously suppressed.…”

Section: Consumer Lack Of Awareness Of Implicit Responsesmentioning

confidence: 93%

“…Finally, Dimofte and Yalch (2010b) introduced a mere association effect in the context of consumer information processing, which was driven by an inability to suppress automatically activated but irrelevant brand associations. In one of their studies, participants were asked to rate 20 academic institutions in terms of reputation as party or work-intensive schools, respectively.…”

Section: Consumer Lack Of Awareness Of Implicit Responsesmentioning

confidence: 99%

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Implicit measures of consumer cognition: A review

Dimofte

2010

Psychology and Marketing

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103

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In line with recent methodological advances from the cognitive and social psychology literature, consumer researchers have shown strong interest in addressing the nonconscious nature of consumer information processing, attitude formation, and behavioral response. The related use of implicit measures in the study of a variety of marketing effects has offered novel insights into consumer perception of, and response to, marketing stimuli. This paper highlights conceptual issues and empirical findings on the topic of implicit consumer cognition and examines the incremental value that implicit measures may bring to the field. The review suggests that while the use of implicit measures in consumer research is still in its infancy, it shows significant promise as a methodological tool. © 2010 Wiley Periodicals, Inc.The recent development and use of a variety of measures designed to capture individuals' implicit social cognitions has naturally spilled over into the consumer psychology field. Yet with every novel methodological development, questions arise about the proper understanding of the conceptual issues underlying the new measures and implications regarding their practical application. These concerns are all the more relevant to the marketing area, which has only cautiously begun to adopt some of these measures in the hope of achieving a better understanding of the way consumers process and respond to marketing stimuli. This is indeed new territory. For example, the Simonson et al. of implicit social cognition. In 2002, Bargh made a passionate plea for new work that was needed concerning automatic influences on consumer judgment, behavior, and motivation.Proposing that consumer contexts are indeed conducive to automatic processing effects, Fitzsimons et al. (2002) reviewed accumulating evidence for the enhanced role of nonconscious influences on consumer responses ranging from perception and memory to affect and choice. Dijksterhuis et al. (2005) further argued for the role of the unconscious in the routine behavior of consumers and proposed that much of it involves automatic goal pursuit. According to these authors, conceptual accounts emphasizing conscious and thorough information processing are unable to account for a large part of consumer choices, and in fact the vast majority of choices are "not the result of much information processing at all" (Dijksterhuis et al., 2005). Instead, they involve decisions that are contextually or environmentally cue-induced and either engage automatically activated attitudes or are completely devoid of deliberate attitude processing. These aspects are critical because the validity of explicit measures is negatively affected by respondents' lack of a particular attitude, their inability to access it, or their unwillingness to share information about it with researchers (Perkins et al., 2008).In a consumption landscape largely determined by nonconscious influences, implicit measures would seem to be potentially useful tools for detecting consumers' "true" responses. In...

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Section: Consumer Lack Of Awareness Of Implicit Responsesmentioning

confidence: 93%

Section: Consumer Lack Of Awareness Of Implicit Responsesmentioning

confidence: 99%

Implicit measures of consumer cognition: A review

Dimofte

2010

Psychology and Marketing

Self Cite

103

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“…Há falta de estudos acerca dos contextos de efetividade tanto no nível da categoria e no nível da marca quanto também na própria medida da efetividade percebida pelo consumidor. Algumas situações pouco investigadas dizem respeito ao (1) contraste entre novidade da categoria versus categoria tradicional (Hong & Sternthal, 2010;Nedungadi, Chattopadhyay, & Muthukrishnan, 2001;Tybout & Sternthal, 2010), (2) ao nível pré-existente da força da marca que está sendo feito o trabalho de posicionamento (Alba & Chattopadhyay, 1985;Kohli, Leuthesser, & Suri, 2007;Tybout & Sternthal, 2010), (3) à medida da efetividade no conhecimento -lembrança versus imagem associada (Dimofte & Yalch, 2011;Keller, 1993;Till, Baack, & Waterman, 2011) -, (4) às idiossincrasias da declaração do posicionamento (Rucker & Sternthal, 2010), (5) ao tipo de público-alvo exposto (Rossolatos, 2014;Tybout & Sternthal, 2010) e (6) à comparação da efetividade intra marcas e entre marcas da mesma categoria (Burke & Srull, 1988;Keller & Lehmann, 2006;Porto & Oliveira-Castro, 2015).…”

Section: Introductionunclassified

“…Por meio de estruturas semânticas (Catania, 1998), o indivíduo estimulado pode se lembrar de algumas palavras que lembram outras palavras, que lembram um som etc. Assim, teria um mapa de caminho da imagem por transferência de associação (Dimofte, & Yalch, 2011;Till et al, 2011). A valência dessa imagem, transmitida da declaração do posicionamento, retrata a agregação da mensagem persuasiva ao conhecimento da marca de uma maneira atitudinal, aproximando ou afastando o indivíduo do estímulo (Duckworth, Bargh, Garcia, & Chaiken, 2002;Zajonc, 1968).…”

Section: Introductionunclassified

“…Uma maneira de detectar se a imagem transmitida pelo posicionamento agregou ganhos para a marca é por meio da valência das palavras ou figuras relatadas pelos consumidores sobre as marcas (Dimofte & Yalch, 2011;Till, Baack, & Waterman, 2011). A imagem pode ser vista como positiva ou negativa, à medida que boas e más associações, respectivamente, irão demonstrar a efetividade do esforço de marketing desenvolvido pela empresa (Romaniuk & Sharp, 2000).…”

Section: Introductionunclassified

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Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts

Porto

Dias

2018

RECADM

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Good positioning statements have an effect on consumer brand awareness. However, the competitive context formed by the novelty of the category and the brand market structure may hinder the assimilation of positioning and its association with the pre-existing image. This study assesses the effectiveness of positioning statements in the generation of brand awareness, considering its competitive context. Using an experimental design, with a group of control, the exposure of brands and their competitive contexts were manipulated and the positioning statement remained constant for a sample of consumers. The results show the positioning statement had an effect on both assimilation of the message and valence of image association, which adds awareness to the brand, but only for the traditional category. The effectiveness on the message assimilation occurred within the weak brand and within the less known median brand. For the image valence, it occurred only between the weak brand and the strong one from the traditional category. These findings are distinct among consumer segments. The research brings up a classic theme, but presents a new methodological approach to measure the effectiveness of brand positioning. Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive ContextsPalavras-chave: Posicionamento de marca; Imagem de marca; Experimento; Efetividade do posicionamento.Boas declarações de posicionamentos geram efeitos no conhecimento da marca pelos consumidores. Entretanto, o contexto competitivo formado pela novidade da categoria e da estrutura de mercado das marcas podem dificultar a assimilação do posicionamento e sua associação à imagem previamente existente. O estudo avalia a efetividade da declaração do posicionamento na geração do conhecimento da marca, considerando seu contexto competitivo. Utilizando delineamento experimental, com grupo controle, manipulou-se a exposição de marcas e seus contextos competitivos e manteve-se constante a declaração do posicionamento para uma amostra de consumidores. Verificou-se que a declaração do posicionamento gerou efeito tanto na assimilação da mensagem quanto na valência da associação da imagem, agregando ao conhecimento da marca, mas apenas para a categoria tradicional. A efetividade na assimilação da mensagem ocorreu intra a marca fraca e intra a marca mediana, pouco conhecida. Para a valência da imagem, a efetividade ocorreu apenas entre a marca fraca e a forte da categoria tradicional. Esses achados são distintos entre segmentos de consumidores. O trabalho traz à tona um tema clássico, porém apresentando uma nova abordagem metodológica para medir a efetividade do posicionamento da marca.

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Creating Brand Meaning: A Review and Research Agenda

Batra

2019

J Consum Psychol

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In this paper I review, from the perspective of experimental research, studies that have examined how brands acquire cultural meaning, and suggest future research directions. McCracken's (Journal of Consumer Research, 13, 1986 and 71) model of the meaning transfer process gained influence about thirty years ago, but experimental studies of the processes it posited have been limited in their scope. The review is organized around three questions. First, what should be the dependent variables: the types of meanings that can adhere to brands? Second, what have we learned from studies on the types of visual, sensory, and human cues that are the sources of particular types of brand meaning-our independent variables? Third, what do we know, and need to know, about the inferential and other processes through which consumers "take possession" of these brand meanings from these cues? The review concludes with a research agenda.

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The mere association effect and brand evaluations

Cited by 47 publications

References 43 publications

Implicit measures of consumer cognition: A review

Implicit measures of consumer cognition: A review

Effectiveness of the Positioning Statement: Experimental Test on Brand Awareness in Competitive Contexts

Creating Brand Meaning: A Review and Research Agenda

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