The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product
Abstract
Results of a controlled experiment on the role of brand awareness in the consumer choice process showed that brand awareness was a dominant choice heuristic among awareness-group subjects. Subjects with no brand awareness tended to sample more brands and selected the high-quality brand on the final choice significantly more often than those with brand awareness. Thus, when quality differences exist among competing brands, consumers may “pay a price” for employing simple choice heuristics such as brand awareness in the interest of economizing time and effort. However, building brand awareness is a viable strategy for advertising aimed at increasing brand-choice probabilities.
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Citations
Cites
Judgment under Uncertainty: Heuristics and Biases
Tversky, A., & Kahneman, D. (1975) · Utility, Probability, and Human Decision Making · doi:10.1007/978-94-010-1834-0_8 · Cited by 22,650
Telling more than we can know: Verbal reports on mental processes.
Nisbett, R. E., & Wilson, T. D. (1977) · Psychological Review · doi:10.1037/0033-295x.84.3.231 · Cited by 11,317
Feeling and thinking: Preferences need no inferences.
Zajonc, R. B. (1980) · American Psychologist · doi:10.1037/0003-066x.35.2.151 · Cited by 8,094
Cited by
Gigerenzer, G., & Gaissmaier, W. (2011) · Annual Review of Psychology · doi:10.1146/annurev-psych-120709-145346 · Cited by 4,037
Lou, C., & Yuan, S. (2019) · Journal of Interactive Advertising · doi:10.1080/15252019.2018.1533501 · Cited by 2,795
Macdonald, E. K., & Sharp, B. M. (2000) · Journal of Business Research · doi:10.1016/s0148-2963(98)00070-8 · Cited by 637
Chang, W., & Park, J. (2024) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2024.103743 · Cited by 92
When the reaper becomes a salesman: The influence of terror management on product preferences
Van Bommel, T., O'Dwyer, C., Zuidgeest, T. W. M., & Poletiek, F. H. (2015) · Journal of Economic & Financial Studies · doi:10.18533/jefs.v3i05.121 · Cited by 6
“Note that brand familiarity is likely to exert great influence on buying behavior regardless of mortality salience, as it helps to greatly cut down on time and effort as a choice heuristic at the point of purchase (Hoyer & Brown, 1990).”
Background
Metadata
- Authors
- Hoyer, W. D., & Brown, S. P.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1990-09
- Volume
- 17
- Issue
- 2
- Pages
- 141
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2075318833
- Cited by
- 958
- References
- 3
- FWCI
- 12.01
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product. https://app.cochat.ai/papers/10.1086/208544
- The paper
- Hoyer, W. D., & Brown, S. P. (1990). Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product. Journal of Consumer Research. https://doi.org/10.1086/208544
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
