Loyalty vs spontaneity: disentangling the effect of brand equity vs priming on the choice of real life brands
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(Published version)
Date
2011
Authors
Wentzel, F.
Bogomolova, S.
Limon, Y.
Editors
MacCarthy, M.
Sanders, D.
Sanders, D.
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Conference paper
Citation
Australian & New Zealand Marketing Academy Conference 2011 proceedings: Marketing in the age of consumerism: Jekyll or Hyde?, 2011 / MacCarthy, M., Sanders, D. (ed./s), pp.1-8
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Australian & New Zealand Marketing Academy Conference (28 Nov 2011 - 30 Nov 2011 : Perth, Australia)
Abstract
Priming, a subtle nudge of consumer responses through prior exposure to the same or similar stimuli, is claimed to be an important tool for marketers. It can shift consumer preferences at the point of purchase. Yet, most priming research has been conducted using fictitious brands, to control for the prior usage and familiarity biases. However, it is this familiarity, brand knowledge and memory for brands that is the biggest marketing asset (brand equity). In this research, we bridge the gap between traditional priming research and the real life brands that consumers have prior experience and familiarity with. We use priming with shapes (circles and squares) as a tool to influence the choice of real mineral water brands, packaged in bottles of differing shapes corresponding to priming objects. The paper presents a detailed method and justification for the study that will reveal the relationship between prior knowledge and priming effects, and their relative impact on final brand choice.
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Copyright 2011 ANZMAC