Selective Recall and Information Use in Consumer Preferences

Carolyn L Costley and Merrie Brucks

Journal of Consumer Research, 1992, vol. 18, issue 4, 464-74

Abstract: This study investigated the relation between consumers' memory and use of information in judging brand preferences. The authors used ads to test hypotheses about how pictorial and verbal presentations of previously encountered information and the content of subsequently encountered information affect recall and information use in shaping brand preferences. Even when subjects more easily recalled.pictured attributes than verbally described attributes, this picture superiority effect did not influence memory-based preferences. In contrast, externally available information for an alternative brand influenced both recall and preferences. The overall pattern of results suggests that enhancing recallability improves the likelihood that consumers will use a piece of information to compare brands only if other information is unavailable or inadequate. Copyright 1992 by the University of Chicago.

Date: 1992
References: Add references at CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://dx.doi.org/10.1086/209274 (application/pdf)

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:18:y:1992:i:4:p:464-74

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 ().