Effects of brand awareness on choice for a common, repeat-purchase product
Hoyer and Brown ran a controlled experiment on a common, repeat-purchase product and found that brand awareness acted as a dominant heuristic in consumer choice. Subjects without brand awareness sampled more brands and more often chose high-quality brands. The authors suggest consumers may accept a cost in time and effort when quality differences exist, and that building brand awareness is a viable advertising strategy for raising the probability of brand choice. Journal of Consumer Research 17(2), 1990; authors Wayne D. Hoyer and Steven P. Brown.
Hoyer and Brown ran a controlled experiment on a common, repeat-purchase product and found that brand awareness acted as a dominant heuristic in consumer choice. Subjects without brand awareness sampled more brands and more often chose high-quality brands. The authors suggest consumers may accept a cost in time and effort when quality differences exist, and that building brand awareness is a viable advertising strategy for raising the probability of brand choice. Journal of Consumer Research 17(2), 1990; authors Wayne D. Hoyer and Steven P. Brown.
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Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2). doi:10.1086/208544 https://doi.org/10.1086/208544