Handbook on Brand and Experience Management
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Handbook on Brand and Experience Management

Edited by Bernd H. Schmitt and David L. Rogers

This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher’s perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical, managerial, and organizational best practices.
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Chapter 12: The Effects of Incidental Brand Exposure on Consumption

Rosellina Ferraro, Tanya L. Chartrand and Gavan J. Fitzsimons


165 automaticity literature indicates that such activation may occur via three routes that invoke the cognitive, evaluative and motivational systems, respectively (see Bargh, 1997; Bargh and Chartrand, 1999). Which route is in play determines the nature of the subsequent influence. Cognitive Route Within a brand context, the cognitive route of influence involves semantic activation of associations to the brand name (Anderson and Bower, 1973). As a result, preferences and subsequent behavior are influenced such that they are guided by these activated associations. This activation is a purely cognitive process. An example of a cognitive process can be found in Shapiro et al. (1997), who provide evidence that incidental exposure to an ad increases the likelihood that the product depicted in that ad will be included in a consideration set. The authors asked participants to read an article in the center column of what presumably was a magazine page on the computer screen. Participants believed that they would be tested on their memory and comprehension of the article. In the experimental condition, the target ads were placed outside of participants’ focal view in the left column of the screen. No ads were shown in the control condition. The findings indicate that this peripheral placement of the ad resulted in an increased inclusion of the product in the consideration set even though participants did not process the ad attentively and did not recollect ever having seen it. Evaluative Route Evaluations, including global judgments as to whether an object is...

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