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


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  • Rosellina Ferraro
  • James R. Bettman
  • Tanya L. Chartrand
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    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..

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 35 (2009)
    Issue (Month): 5 (09)
    Pages: 729-741

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    Handle: RePEc:ucp:jconrs:v:35:y:2009:i:5:p:729-741

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    Cited by:
    1. Herrmann, Andreas & Rossberg, Nadja & Huber, Frank & Landwehr, Jan R. & Henkel, Sven, 2011. "The impact of mimicry on sales - Evidence from field and lab experiments," Journal of Economic Psychology, Elsevier, vol. 32(3), pages 502-514, June.
    2. Oliver B├╝ttner & Arnd Florack & Benjamin Serfas, 2014. "A Dual-Step and Dual-Process Model of Advertising Effects: Implications for Reducing the Negative Impact of Advertising on Children's Consumption Behaviour," Journal of Consumer Policy, Springer, vol. 37(2), pages 161-182, June.
    3. Woodside, Arch G. & Megehee, Carol M. & Sood, Suresh, 2012. "Conversations with(in) the collective unconscious by consumers, brands, and relevant others," Journal of Business Research, Elsevier, vol. 65(5), pages 594-602.
    4. Morgan Ward & Joseph Goodman & Julie Irwin, 2014. "The same old song: The power of familiarity in music choice," Marketing Letters, Springer, vol. 25(1), pages 1-11, March.
    5. Rares MOCANU, 2013. "Brand Image as a Function of Self-Image and Self-Brand Connection," Management Dynamics in the Knowledge Economy Journal, College of Management, National University of Political Studies and Public Administration, vol. 1(3), pages 387-408, December.
    6. Zimmerman, Frederick J., 2013. "Habit, custom, and power: A multi-level theory of population health," Social Science & Medicine, Elsevier, vol. 80(C), pages 47-56.
    7. Brasel, S. Adam, 2012. "How focused identities can help brands navigate a changing media landscape," Business Horizons, Elsevier, vol. 55(3), pages 283-291.
    8. Czellar, Sandor & Sprott, David E. & Spangenberg, Eric R. & Raska, David, 2009. "Consumer reactions to self-expressive brand display," Les Cahiers de Recherche 918, HEC Paris.


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