Investigating the recall inhibition effect: A test of practical considerations

Autor:	Paul W. Miniard, H. Rao Unnava, Sunil Bhatla
Rok vydání:	1991
Předmět:	Marketing Economics and Econometrics Recall Brand names Advertising Business and International Management Psychology Inhibitory effect Test (assessment)
Zdroj:	Marketing Letters. 2:27-34
ISSN:	1573-059X 0923-0645
DOI:	10.1007/bf00435193
Popis:	Alba and Chattopadhyay (1985, 1986) have demonstrated that having consumers think about a familiar brand can interfere with the retrieval of competitive brand names, including those that might otherwise be considered for purchase. However, their research is silent about two issues of pragmatic importance. First, is it possible to inhibit retrieval of the consumer's preferred brand? Second, can an unfamiliar brand evoke recall inhibition? Our findings indicate that recall inhibition does not extend to the preferred brand. Our findings further suggest that recall inhibition can be induced by cueing consumers with an unfamiliar brand name, but that such inhibition is less pervasive than evoked by a highly familiar brand name.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::2a469bc974f5e0f282c3e7da6e120d45 https://doi.org/10.1007/bf00435193 Zobrazit plný text záznamu Plný text ve formátu PDF