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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

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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.
Journal cover image

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