Silent Persuaders: Can Promotional Merchandise Incidentally Affect Reactions to a Brand?

Activity: Talk or presentationScience to science

Description

Consumers often use promotional merchandise without noticing. We investigate whether such incidental encounters affect consumer response, whether brand familiarity moderates the type of response, and whether incidental exposure to billboards is similarly effective. Manipulating incidental exposure, we find that promotional merchandise (a branded pen) affects brands even if unnoticed. However, the type of response depends on prior familiarity. In case of familiar brands promotional merchandise increases brand awareness and spontaneous brand choice. Low familiarity brands benefit from a boost in brand attitude. Moreover, incidental brand exposure through merchandise tends to be more effective than exposure through billboards.
Period16 Feb 201718 Feb 2017
Event titleSociety for Consumer Psychology Conference (SCP)
Event typeUnkonwn
Degree of RecognitionInternational

Austrian Classification of Fields of Science and Technology (ÖFOS)

  • 502019 Marketing
  • 502020 Market research