The brand positivity effect: When evaluation confers preference
Publication
, Journal Article
Posavac, SS; Sanbonmatsu, DM; Kardes, FR; Fitzsimons, GJ
Published in: Journal of Consumer Research
December 1, 2004
One of the most common forms of consumer judgment is singular evaluation: the evaluation or appraisal of singular brands. Three experiments show that singular evaluation is often characterized by a brand positivity effect - brands tend to be evaluated more positively than warranted when judged in isolation. In addition to demonstrating how the brand positivity effect may bias consumer judgments of and choice intention regarding products in very different categories, we demonstrate how the brand positivity effect influences real consumer choice in a mall intercept study. Finally, we provide evidence that selective processing of brand information underlies the brand positivity effect.
Duke Scholars
Published In
Journal of Consumer Research
DOI
ISSN
0093-5301
Publication Date
December 1, 2004
Volume
31
Issue
3
Start / End Page
643 / 651
Related Subject Headings
- Marketing
- 3506 Marketing
- 1701 Psychology
- 1506 Tourism
- 1505 Marketing
Citation
APA
Chicago
ICMJE
MLA
NLM
Posavac, S. S., Sanbonmatsu, D. M., Kardes, F. R., & Fitzsimons, G. J. (2004). The brand positivity effect: When evaluation confers preference. Journal of Consumer Research, 31(3), 643–651. https://doi.org/10.1086/425099
Posavac, S. S., D. M. Sanbonmatsu, F. R. Kardes, and G. J. Fitzsimons. “The brand positivity effect: When evaluation confers preference.” Journal of Consumer Research 31, no. 3 (December 1, 2004): 643–51. https://doi.org/10.1086/425099.
Posavac SS, Sanbonmatsu DM, Kardes FR, Fitzsimons GJ. The brand positivity effect: When evaluation confers preference. Journal of Consumer Research. 2004 Dec 1;31(3):643–51.
Posavac, S. S., et al. “The brand positivity effect: When evaluation confers preference.” Journal of Consumer Research, vol. 31, no. 3, Dec. 2004, pp. 643–51. Scopus, doi:10.1086/425099.
Posavac SS, Sanbonmatsu DM, Kardes FR, Fitzsimons GJ. The brand positivity effect: When evaluation confers preference. Journal of Consumer Research. 2004 Dec 1;31(3):643–651.
Published In
Journal of Consumer Research
DOI
ISSN
0093-5301
Publication Date
December 1, 2004
Volume
31
Issue
3
Start / End Page
643 / 651
Related Subject Headings
- Marketing
- 3506 Marketing
- 1701 Psychology
- 1506 Tourism
- 1505 Marketing