Edited by Bernd H. Schmitt and David L. Rogers
Chapter 12: The Effects of Incidental Brand Exposure on Consumption
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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