The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice
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The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice
1The Power of Strangers: The Effect of Incidental Consumer-Brand Encounters on Brand ChoiceROSELLINA FERRAROJAMES R. BETTMANTANYA L. CHARTRAND-2*Rosel The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choicellina Ferraro is assistant professor of marketing at the Smith School of Business,University of Maryland, College Park, MD 20742-1815 (rferraro@rhsmith.umd.edu). James R.Bettman is Burlington Industries professor of business administration at the Fuqua School of Business, Duke University, Durham, NC The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice 27708-0120 (jrbl2@mail.duke.edu). Tanya L.Chartrand is professor of marketing and psychology at the Fuqua School of Business, DukeUniversity, Durham,The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice
NC 27708-0120 (Tanya.Chartrand@duke.edu). Correspondence: Rosellina Ferraro. This article is based on an essay from the first author's dissertation r1The Power of Strangers: The Effect of Incidental Consumer-Brand Encounters on Brand ChoiceROSELLINA FERRAROJAMES R. BETTMANTANYA L. CHARTRAND-2*Rosel The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice the authors thank Gavan Fitzsimons, John G. Lynch, Mary Frances Luce, and Rebecca Rainer for their helpful feedback at various stages of this project.3In the course of daily encounters with other consumers, an individual may be incidentally exposed to various brands. We refer to these situations as The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice incidental consumer-brand encounters (ICBEs). This research examines how IC.BF.S influence brand choice. Tour studies provide evidence that repeatedThe Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice
exposure to simulated ICBLs increases choice of the focal brand for people not aware of the brand exposure, that perceptual fluency underlies these ef1The Power of Strangers: The Effect of Incidental Consumer-Brand Encounters on Brand ChoiceROSELLINA FERRAROJAMES R. BETTMANTANYA L. CHARTRAND-2*Rosel The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choiceds continually in the course of everyday life, not only as a result of marketing activities, but also as a consequence of their daily encounters with others. Some encounters are of long duration and involve direct communication and engagement, whereas others are brief and occur only in passing (e.g. The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice, passing others while walking, seeing others on a bus). Such brief encounters, which may actually be more ubiquitous, often lead to fleeting exposureThe Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice
to people consuming or displaying their preferred brands. For example, students may be carrying bottles of their favorite drink as they pass each oth1The Power of Strangers: The Effect of Incidental Consumer-Brand Encounters on Brand ChoiceROSELLINA FERRAROJAMES R. BETTMANTANYA L. CHARTRAND-2*Rosel The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choicers wearing the latest sports shoe. Even though these encounters may be brief and lack direct interaction with the other person, they may lead to processing of information about the brand and the person using the brand. The ubiquitous and pervasive nature of these encounters means that they represent The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice a common form of exposure to consumers and their chosen brands. Importantly, because the brand is generally not the focal point of the encounter, theThe Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice
exposure to the brand itself is incidental in nature, and any processing of brand information in these encounters is likely to be nonconscious. For e1The Power of Strangers: The Effect of Incidental Consumer-Brand Encounters on Brand ChoiceROSELLINA FERRAROJAMES R. BETTMANTANYA L. CHARTRAND-2*Rosel The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choiceuenced by ICBEs. For example, people may be repeatedly exposed to the same brand during the course of multiple ICBEs. On any given morning, one might pass several people with Starbucks coffee in hand. What are the effects of such repeated exposures to a brand in an ICBE context? Would the repeated e The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choicexposure increase an observer’s choice of that brand? In addition to information about the brand, observers are exposed to who is using the brand (e.g.The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice
, gender or other characteristics of the user). Will5 repeated exposure to a particular type of person displaying a brand affect an observer’s respons1The Power of Strangers: The Effect of Incidental Consumer-Brand Encounters on Brand ChoiceROSELLINA FERRAROJAMES R. BETTMANTANYA L. CHARTRAND-2*Rosel The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choicethe effects of frequency of exposure to a given brand on observers' choice of brand and consider the moderating role of characteristics of the person seen using the brand. Importantly, we focus on situations during which these effects occur via automatic processes. It is possible that exposure to br The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choiceands, registration of frequency information, assessment of user characteristics, and their subsequent effects on choice occur consciously and deliberaThe Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice
tive!}'. However, these processes might also operate without intention or awareness on the part of the observer. Bargh (2002) and Dijksterhuis et al. 1The Power of Strangers: The Effect of Incidental Consumer-Brand Encounters on Brand ChoiceROSELLINA FERRAROJAMES R. BETTMANTANYA L. CHARTRAND-2*Rosel The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choices without awareness or intent. We propose that people can perceive stimuli, register frequency information, and be influenced by the type of brand user automatically, and hence that brand choice can be influenced by ICBEs without conscious awareness or intent. In essence, consumers act as their own The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choiceimplicit market researchers, registering information on frequency of brand exposure and its users and utilizing that information in making brand choicThe Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice
es.In the next section, we develop a theoretical framework for examining these potential effects and provide an overview of the research, followed by 1The Power of Strangers: The Effect of Incidental Consumer-Brand Encounters on Brand ChoiceROSELLINA FERRAROJAMES R. BETTMANTANYA L. CHARTRAND-2*Rosel The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice.THEORETICAL DEVELOPMENT6OverviewWe posit that certain information cues are processed during ICBEs. First, it is expected that people automatically process frequency of exposure information. Repeated exposure to a brand during these encounters should lead to increased fluency and a more positive res The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choiceponse towards the brand, operationalized here as choice of that brand from a set of options. Further, it is expected that people implicitly process inThe Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice
formation about the users of a given brand during ICBEs. Exposure to a particular type of user may automatically activate the attitudes or evaluative 1The Power of Strangers: The Effect of Incidental Consumer-Brand Encounters on Brand ChoiceROSELLINA FERRAROJAMES R. BETTMANTANYA L. CHARTRAND-2*Rosel The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choiceformational function (Chartrand, van Baaren, and Bargh 2006) and appropriately steer subsequent behavior (Schwarz and Clore 1983). Thus, the automatic evaluations of odier people may moderate the positive response towards a frequently encountered brand. Importantly, our focus is on situations in whi The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choicech people are not consciously aware that they were exposed to a brand in ICBEs.Encoding and Effects of Frequency InformationA fundamental premise of tThe Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice
he current research is that people automatically process frequency of brand occurrence information during ICBEs. Hasher and Zacks (1984) suggest a lar1The Power of Strangers: The Effect of Incidental Consumer-Brand Encounters on Brand ChoiceROSELLINA FERRAROJAMES R. BETTMANTANYA L. CHARTRAND-2*Rosel The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choicerence. Because the memory system stores both concrete event information and information on event repetition (Haberstroh and Beisch 2002; Jonides and Naveh-Benjamin 1987), people should automatically encode the frequency of The Power of Strangers The Effect of Incidental Consumer-Brand Encounters on Brand Choice1The Power of Strangers: The Effect of Incidental Consumer-Brand Encounters on Brand ChoiceROSELLINA FERRAROJAMES R. BETTMANTANYA L. CHARTRAND-2*RoselGọi ngay
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