Results of a controlled experiment on the role of brand awareness in the consumer choice process showed that brand awareness was a dominant choice heuristic among awareness-group subjects. Subjects with no brand awareness tended to sample more brands and selected the high-quality brand on the final choice significantly more often than those with brand awareness. Thus, when quality differences exist among competing brands, consumers may "pay a price" for employing simple choice heuristics such as brand awareness in the interest of economizing time and effort. However, building brand awareness is a viable strategy for advertising aimed at increasing brand-choice probabilities. Copyright 1990 by the University of Chicago.
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Volume (Year): 17 (1990) Issue (Month): 2 (September) Pages: 141-48 Download reference. The following formats are available: HTML,
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Handle: RePEc:ucp:jconrs:v:17:y:1990:i:2:p:141-48
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