Effects of the number of advertised brands in a choice set: A metacognitive process

Chingching Chang*, Wei Shan Chang, Wan-Yun Yu

*此作品的通信作者

研究成果: Article同行評審

1 引文 斯高帕斯(Scopus)

摘要

When product shelves feature more advertised brands, such that the choice set likely contains some familiar options, this subjective experience of familiarity could influence consumers' evaluations of chosen products and shopping experiences, through a metacognitive process. The findings of this study suggest that (a) a product shelf displaying some advertised brands, as opposed to no advertised brands, generates greater subjective familiarity, more favorable attitudes toward the purchased items, more shopping satisfaction, and greater intentions to revisit the store; and similarly, (b) a product shelf displaying more, as opposed to fewer, advertised brands generates greater subjective familiarity, more favorable attitudes toward the purchased items, more shopping satisfaction, and greater intentions to revisit the store. These outcomes result from a three-step metacognitive process, whereby the subjective familiarity triggered by the presence of advertised brands influences judgments, through the effect of shopping pleasure. These results are robust for high- and low-involvement products, as well as in contexts in which the prices of the advertised brands are higher than, lower than, or the same as those of the nonadvertised brands.

原文English
頁(從 - 到)502-519
頁數18
期刊Psychology and Marketing
36
發行號5
DOIs
出版狀態Published - 1 5月 2019

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