Assimilation-Contrast Theory: Support for the Effect of Brand in Consumer Preferences

Elena Kokthi () and Aniko Kelemen-Erdos ()
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Elena Kokthi: European University of Tirana
Aniko Kelemen-Erdos: Óbuda University

A chapter in Proceedings of FIKUSZ '17, 2017, pp 188-199 from Óbuda University, Keleti Faculty of Business and Management

Abstract: This experimental research measured the contribution of brand and product to the globally perceived quality of two well-known brands – namely, Coca-Cola and Pepsi. The assimilation-contrast approach was used to analyze the effect of brand on consumer perceptions. The experimental design elicited consumer preferences through liking scores in three different information conditions. Consumers did not differentiate in a blind test between the two tested products. In the label test, Coca-Cola received a higher score than Pepsi, indicating a stronger preference for the Coca-Cola brand. However, in conditions of full information, Pepsi received a higher score. From a methodological perspective, this research suggests that the assimilation-contrast approach is appropriate for evaluating brands from a consumer perspective in different cultural contexts.

Keywords: taste experiment; brand; consumer preferences; liking scores; repeated measure ANOVA (search for similar items in EconPapers)
Date: 2017
ISBN: 978-963-449-064-7
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