The power of strangers: The effect of incidental consumer brand encounters on brand choice


Journal Article

In the course of daily encounters with other consumers, an individual may be incidentally exposed to various brands. We refer to these situations as incidental consumer brand encounters (ICBEs). This research examines how ICBEs influence brand choice. Four studies provide evidence that repeated exposure to simulated ICBEs increases choice of the focal brand for people not aware of the brand exposure, that perceptual fluency underlies these effects, and that these effects are moderated by percevers' automatic responses to the type of user observed with the brand. © 2008 by JOURNAL OF CONSUMER RESEARCH, Inc.

Full Text

Duke Authors

Cited Authors

  • Ferraro, R; Bettman, JR; Chartrand, TL

Published Date

  • February 1, 2009

Published In

Volume / Issue

  • 35 / 5

Start / End Page

  • 729 - 741

International Standard Serial Number (ISSN)

  • 0093-5301

Digital Object Identifier (DOI)

  • 10.1086/592944

Citation Source

  • Scopus