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Selective Recall and Information Use in Consumer Preferences

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  • Costley, Carolyn L
  • Brucks, Merrie

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.

Suggested Citation

  • Costley, Carolyn L & Brucks, Merrie, 1992. "Selective Recall and Information Use in Consumer Preferences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 464-474, March.
    • Handle: RePEc:oup:jconrs:v:18:y:1992:i:4:p:464-74
    DOI: 10.1086/209274
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    1. See Kwong Goh & Nan Jiang & Muhamad Faiz Abdul Hak & Pei Leng Tee, 2016. "Determinants of Smartphone Repeat Purchase Intention among Malaysians: A Moderation Role of Social Influence and a Mediating Effect of Consumer Satisfaction," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 993-1004.
    2. repec:dgr:rugsom:95b28 is not listed on IDEAS
    3. Rosbergen, Edward & Pieters, Rik & Wedel, Michel, 1995. "Undirected visual attention to advertising : a segment-level analysis," Research Report 95B28, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    4. See Kwong Goh & Nan Jiang & Muhamad Faiz Abdul Hak & Pei Leng Tee, 2016. "Determinants of Smartphone Repeat Purchase Intention among Malaysians: A Moderation Role of Social Influence and a Mediating Effect of Consumer Satisfaction," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 993-1004.

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