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Brand Trial After a Credibility Change


  • David Montgomery

    (The Wharton School)

  • JS Armstrong

    (The Wharton School)


In most frequently purchased, branded product markets, the consumer has little to choose from in terms of significantly differentiated products. The staggering array of manufacturers’ claims and counter claims of brand superiority seems to leave consumers somewhat bewildered or cynical. What would happen if the credibility of the appeals made on behalf of one brand should suddenly be enhanced by a seemingly legitimate authority? More specifically, what would characterize consumers who would respond to such a change in credibility?

Suggested Citation

  • David Montgomery & JS Armstrong, 2005. "Brand Trial After a Credibility Change," General Economics and Teaching 0502047, University Library of Munich, Germany.
  • Handle: RePEc:wpa:wuwpgt:0502047
    Note: Type of Document - pdf; pages: 9

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    References listed on IDEAS

    1. Armstrong, J. Scott & Andress, James G., 1970. "Exploratory Analysis of Marketing Data: Trees vs. Regression," MPRA Paper 81668, University Library of Munich, Germany.
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    More about this item


    brand trial; credibility;

    JEL classification:

    • A - General Economics and Teaching

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