- Elgar original reference
Edited by Bernd H. Schmitt and David L. Rogers
Chapter 12: The Effects of Incidental Brand Exposure on Consumption
12. The eﬀects of incidental brand exposure on consumption Rosellina Ferraro, Tanya L. Chartrand and Gavan J. Fitzsimons Brand names and logos are pervasive in the everyday environment. They are under our feet at the supermarket, they serve as props in our favorite TV shows, they are visible on the side of the city bus driving by, and they are displayed on the clothing our friends wear. These are just a few examples of ways in which people are constantly and consistently exposed to brands in the course of their daily activities. Sometimes these brand displays are able to grab people’s attention. Other times, however, this brand exposure is not the focal point of their attention, and as a result, people may or may not be aware that they have been exposed to brands in these contexts. Yet, even if people are unaware of the brand exposure, these brands may still be processed and have eﬀects on subsequent attitudes and behaviors. This chapter focuses on the ways in which everyday brand exposure inﬂuences consumers without their awareness, intent or control, and explores how this non-conscious process occurs. We refer to these types of brand exposures as incidental brand exposure. More formally, an incidental brand exposure refers to automatic processing of visual brand information while conscious attention is directed elsewhere. In this chapter we present evidence from research in both marketing and social psychology that supports the notion that incidental brand exposure can aﬀect consumer behavior. This...
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