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

Rosellina Ferraro, James R. Bettman and Tanya L. Chartrand

Journal of Consumer Research, 2009, vol. 35, issue 5, 729-741

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. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2009
References: Add references at CitEc
Citations: View citations in EconPapers (24)

Downloads: (external link)
http://dx.doi.org/10.1086/592944 link to full text (text/html)
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:35:y:2009:i:5:p:729-741

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 ().