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Distinctively different: Exposure to multiple brands in low-elaboration settings

Publication ,  Journal Article
Yang, LW; Cutright, KM; Chartrand, TL; Fitzsimons, GJ
Published in: Journal of Consumer Research
February 1, 2014

Consumers see many brands during the course of a day but often pay very little attention to how such exposures will influence their subsequent decisions. This research examines how being exposed to multiple brands at once affects consumers' reactions to these brands, particularly when little effort is exerted in processing this information. Focusing on the role of brand personalities, we argue that when a focal brand is seen with a brand that has a dissimilar personality, it will seem more distinctive and thus garner more positive consumer reactions than if it is seen with a brand that has a similar personality. The first two experiments provide support for the positive impact of dissimilar brand personalities under lowelaboration settings. The last two experiments examine the process that leads to stronger preferences for the focal brand and suggest that enhanced distinctiveness benefits the focal brand by differentiating it from similar competitors. © 2013 by JOURNAL OF CONSUMER RESEARCH, Inc.

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Published In

Journal of Consumer Research

DOI

ISSN

0093-5301

Publication Date

February 1, 2014

Volume

40

Issue

5

Start / End Page

973 / 992

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1701 Psychology
  • 1506 Tourism
  • 1505 Marketing
 

Citation

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Yang, L. W., Cutright, K. M., Chartrand, T. L., & Fitzsimons, G. J. (2014). Distinctively different: Exposure to multiple brands in low-elaboration settings. Journal of Consumer Research, 40(5), 973–992. https://doi.org/10.1086/673522
Yang, L. W., K. M. Cutright, T. L. Chartrand, and G. J. Fitzsimons. “Distinctively different: Exposure to multiple brands in low-elaboration settings.” Journal of Consumer Research 40, no. 5 (February 1, 2014): 973–92. https://doi.org/10.1086/673522.
Yang LW, Cutright KM, Chartrand TL, Fitzsimons GJ. Distinctively different: Exposure to multiple brands in low-elaboration settings. Journal of Consumer Research. 2014 Feb 1;40(5):973–92.
Yang, L. W., et al. “Distinctively different: Exposure to multiple brands in low-elaboration settings.” Journal of Consumer Research, vol. 40, no. 5, Feb. 2014, pp. 973–92. Scopus, doi:10.1086/673522.
Yang LW, Cutright KM, Chartrand TL, Fitzsimons GJ. Distinctively different: Exposure to multiple brands in low-elaboration settings. Journal of Consumer Research. 2014 Feb 1;40(5):973–992.
Journal cover image

Published In

Journal of Consumer Research

DOI

ISSN

0093-5301

Publication Date

February 1, 2014

Volume

40

Issue

5

Start / End Page

973 / 992

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1701 Psychology
  • 1506 Tourism
  • 1505 Marketing