Brand credibility, brand consideration, and choice
Erdem and Swait, Journal of Consumer Research 31(1), 2004, 191-198. Examined brand credibility (trustworthiness and expertise) in brand choice and consideration across product categories varying in uncertainty, information costs and perceived risk. Credibility raised the probability of a brand entering the consideration set and of choice conditional on consideration; effects appeared in all categories, larger with more uncertainty; trustworthiness affected choice and consideration more than expertise.
Erdem and Swait, Journal of Consumer Research 31(1), 2004, 191-198. Examined brand credibility (trustworthiness and expertise) in brand choice and consideration across product categories varying in uncertainty, information costs and perceived risk. Credibility raised the probability of a brand entering the consideration set and of choice conditional on consideration; effects appeared in all categories, larger with more uncertainty; trustworthiness affected choice and consideration more than expertise.
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Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191-198. doi:10.1086/383434 https://doi.org/10.1086/383434