IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v21y2014i3p376-382.html
   My bibliography  Save this article

Cue-recognition effects in the assessment of movie trailers

Author

Listed:
  • Sauer, Matthias

Abstract

In the past, the role of recognition in inferential choice has often been investigated within the recognition heuristic (RH) that focuses on the recognition of options. In the present study I investigate instead whether the recognition of a cue influences the assessment of movie trailers. This extension of the RH to cues provides important and more comprehensive insights into recognition in everyday decision-making. One hundred and eighty-eight participants were randomly assigned to one paired comparison and had to decide which of two movie trailers (Epic and The Croods) was about to become more successful. All pairwise comparisons consisted of the same two unknown animated movie trailers. They differed merely from a fade-in of a short unknown or known movie title (e.g., “From the makers of Ice Age†). The central objective of this study was to test whether or not the participants judged movie trailers to be more successful and likeable when associated with the famous movie title and thus decide on the basis of the recognition of this cue. In fact, it was shown that people in this context often revert to this recognition cue. However, the prerequisite for this effect was that the faded-in title should be appropriate for the trailer. Furthermore the preference of animated films was identified as a key factor. Volunteers who liked animated films less, often decided due to the recognized cue. Moreover it is shown that participants increasingly use the recognized cue to decide if they specify a preference and high success for this faded-in movie.

Suggested Citation

  • Sauer, Matthias, 2014. "Cue-recognition effects in the assessment of movie trailers," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 376-382.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:3:p:376-382
    DOI: 10.1016/j.jretconser.2013.12.005
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698913001331
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2013.12.005?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. repec:cup:judgdm:v:6:y:2011:i:5:p:359-380 is not listed on IDEAS
    2. Andreas Ortmann & Ralph Hertwig, 2006. "Monetary Incentives: Usually Neither Necessary Nor Sufficient?," CERGE-EI Working Papers wp307, The Center for Economic Research and Graduate Education - Economics Institute, Prague.
    3. Finsterwalder, Jörg & Kuppelwieser, Volker G. & de Villiers, Matthew, 2012. "The effects of film trailers on shaping consumer expectations in the entertainment industry—A qualitative analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 589-595.
    4. Macdonald, Emma K. & Sharp, Byron M., 2000. "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 5-15, April.
    5. repec:cup:judgdm:v:6:y:2011:i:5:p:396-408 is not listed on IDEAS
    6. Hoyer, Wayne D & Brown, Steven P, 1990. "Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 141-148, September.
    7. repec:cup:judgdm:v:8:y:2013:i:1:p:34-44 is not listed on IDEAS
    8. repec:cup:judgdm:v:5:y:2010:i:4:p:310-325 is not listed on IDEAS
    9. Herr, Paul M, 1989. "Priming Price: Prior Knowledge and Context Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 67-75, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Kivilcim Dogerlioglu-Demir & Cenk Koçaş & Nilsah Cavdar Aksoy, 2023. "The role of presentation order in consumer choice: the abrupt disparity effect," Marketing Letters, Springer, vol. 34(2), pages 251-268, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Homburg, Christian & Klarmann, Martin & Schmitt, Jens, 2010. "Brand awareness in business markets: When is it related to firm performance?," International Journal of Research in Marketing, Elsevier, vol. 27(3), pages 201-212.
    2. Kalogianni, Irini Tzimitra & Kamenidou, Irene & Priporas, Konstantinosvasilios & Tziakas, Vasilis, 2002. "Age and gender affects on consumers' awareness and source of awareness for food-related private-label brands," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 3(1), pages 1-14, January.
    3. Huang, Zhuowei (Joy) & Cai, Liping A., 2015. "Modeling consumer-based brand equity for multinational hotel brands – When hosts become guests," Tourism Management, Elsevier, vol. 46(C), pages 431-443.
    4. Szőcs Attila & Berács József, 2015. "A Causal Model of Consumer-Based Brand Equity," Acta Universitatis Sapientiae, Economics and Business, Sciendo, vol. 3(1), pages 5-26, December.
    5. Vaishali Hemant Pardeshi & Vandana Khanna, 2021. "Factors influencing online apparel shopping orientation among women in Mumbai," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 11(1), pages 163-174, December.
    6. Mohammad Shariq & Bilal Mustafa Khan & Aftab Haider Rizvi, 2014. "An Exploratory Analysis of Marketing Elements and Brand Equity in the UAE FMCG Category," Jindal Journal of Business Research, , vol. 3(1-2), pages 121-136, June.
    7. Volker Thoma & Alwyn Williams, 2013. "The devil you know: The effect of brand recognition and product ratings on consumer choice," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 8(1), pages 34-44, January.
    8. Steininger, Dennis M. & Gatzemeier, Simon, 2019. "Digitally forecasting new music product success via active crowdsourcing," Technological Forecasting and Social Change, Elsevier, vol. 146(C), pages 167-180.
    9. Khalid Jamil & Muhammad Asghar Ali & Ahsan Iqbal, 2017. "Exploring Brand Awareness, Customer Loyalty and Perceived Quality: how they ensure Profitability and generate Purchase Intention: A study on cosmetic industry of Pakistan," Journal of Social and Development Sciences, AMH International, vol. 8(3), pages 40-45.
    10. Dan Ke & Anran Chen & Chenting Su, 2016. "Online trust-building mechanisms for existing brands: the moderating role of the e-business platform certification system," Electronic Commerce Research, Springer, vol. 16(2), pages 189-216, June.
    11. Lee, Michael Shyue Wai & Conroy, Denise & Motion, Judith, 2012. "Brand avoidance, genetic modification, and brandlessness," Australasian marketing journal, Elsevier, vol. 20(4), pages 297-302.
    12. Chandon, Jean-Louis & Laurent, Gilles & Lambert-Pandraud, Raphaëlle, 2022. "Battling for consumer memory: Assessing brand exclusiveness and brand dominance from citation-list," Journal of Business Research, Elsevier, vol. 145(C), pages 468-481.
    13. Teresa Ruão & Sandra Marinho & Sara Balonas & Ana Duarte Melo & Ana Isabel Lopes, 2016. "Brand Management at a Local Scale: A Case of ‘Ghost Awareness’," Corporate Reputation Review, Palgrave Macmillan, vol. 19(2), pages 179-193, April.
    14. Alexander Nagel & Philipp Sandner, 2015. "Evaluation Of New Generic Top Level Domains From A Brand And A Trademark Perspective," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 8(1), pages 93-112.
    15. repec:cup:judgdm:v:8:y:2013:i:1:p:34-44 is not listed on IDEAS
    16. Moore, Don A., 1999. "Order Effects in Preference Judgments: Evidence for Context Dependence in the Generation of Preferences, ," Organizational Behavior and Human Decision Processes, Elsevier, vol. 78(2), pages 146-165, May.
    17. Sarah Jacobson & Ragan Petrie, 2009. "Learning from mistakes: What do inconsistent choices over risk tell us?," Journal of Risk and Uncertainty, Springer, vol. 38(2), pages 143-158, April.
    18. Li, Hui & Xu, Yunjie & Huang, Lihua, 2021. "When less is more? The contingent effect of product supply limitation in the release of new electronic products," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    19. Martins, José & Costa, Catarina & Oliveira, Tiago & Gonçalves, Ramiro & Branco, Frederico, 2019. "How smartphone advertising influences consumers' purchase intention," Journal of Business Research, Elsevier, vol. 94(C), pages 378-387.
    20. Yousef Ahmad El Dameh & Hamad AL Ghadeer, 2021. "The Impact of Traditional Direct Marketing on Creating Brand Awareness: Case Study on IKEA in Jordan," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(3), pages 130-130, July.
    21. Guercini, Simone & Milanesi, Matilde, 2020. "Heuristics in international business: A systematic literature review and directions for future research," Journal of International Management, Elsevier, vol. 26(4).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:21:y:2014:i:3:p:376-382. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.