Exposure to Brands Makes Preferential Decisions Easier

Ryan Rahinel, Ashley S Otto, Daniel M Grossman, Joshua J Clarkson, Margaret C Campbell and Kevin Lane Keller

Journal of Consumer Research, 2021, vol. 48, issue 4, 541-561

Abstract: The most consequential consideration of brands arises during preferential decision-making. This article proposes that as a consequence of the repeated pairing of brands and preferential decisions, exposure to brands initiates a cognitive state of readiness for preferential decisions (which we term decision readiness) that subsequently makes preferential decisions easier. Using both real and fictitious brands across a variety of choice contexts, seven experiments demonstrate that consumers find preferential decision-making easier when it occurs in the presence (vs. absence) of brands. Consistent with the details of our framework, this effect: (i) is explained by the activation of decision readiness, (ii) leads to outcomes such as increased outcome satisfaction and decreased decision delegation, and (iii) is attenuated when exposure is to only one brand. Collectively, these findings demonstrate the importance of exposure to brands for decision-making which, in turn, offers novel insight into existing literatures on brand exposure, decision difficulty, and brand roles.

Keywords: brand exposure; decision difficulty; decision readiness; preferential decisions; brand roles (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1093/jcr/ucab025 (application/pdf)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:48:y:2021:i:4:p:541-561.

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().