The Power of Strangers: The Effect of Incidental Consumer Brand Encounters on Brand Choice

The Power of Strangers: The Effect of Incidental Consumer Brand Encounters on Brand Choice Rosellina Ferraro James R. Bettman Tanya L. Chartrand

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The Power of Strangers: The Effect of Incidental Consumer Brand Encounters on Brand Choice 2009 Journal of Consumer Research 10.1086/592944 ferraro2009-brand ferraro2009-brand.txt, the project's staged copy 1f81225de519183e4cf18a3d2563eaaab5b758a4 personal-copy marketing

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0 spans located by searching the stored text for the quote's exact words, allowing any whitespace between them mechanism Quotation withheld because this record is not cleared for redistribution. incidental consumer brand encounters Quotation withheld because this record is not cleared for redistribution. behavioural-experiment behavioural-experiment Quotation withheld because this record is not cleared for redistribution. Only a single brand (Dasani) was used, so effects of competing-brand clutter are untested. what this limits: the transfer to a real shelf: OUR RESEARCH UTILIZED ONLY ONE BRAND, WHEREAS IN THE REAL WORLD PEOPLE DO NOT JUST ENCOUNTER ONE BRAND Quotation withheld because this record is not cleared for redistribution. The stimuli were static photographs, not the dynamic encounters people actually have. what this limits: the ecological reading of the exposure: OUR PHOTOGRAPHS PRESENT A STATIC PICTURE OF AN ICBE, not the dynamic encounters people actually have Quotation withheld because this record is not cleared for redistribution. Participants who were aware of the brand exposure were too few to analyse, so the aware case is untested. what this limits: the scope of the whole finding: WE FOCUS ONLY ON THE RESULTS FOR THE UNAWARE PARTICIPANTS ... AS THERE ARE TOO FEW PARTICIPANTS IN THE AWARE GROUP FOR MEANINGFUL ANALYSES - the aware/unaware contrast is untested Quotation withheld because this record is not cleared for redistribution. The authors concede an alternative explanation for study 4 in terms of analytic vs. holistic processing styles tied to self-construal. what this limits: the study 4 interpretation: SOME READERS MAY WONDER IF PROCESSING STYLE DIFFERENCES ASSOCIATED WITH DIFFERENT SELF-CONSTRUALS PROVIDE AN ALTERNATIVE EXPLANATION - conceded, not excluded Quotation withheld because this record is not cleared for redistribution. a 10-minute FILLER TASK placed between the individual-difference measures and the photo task eliminates: that participants notice the connection between the questionnaire and the exposure task, and respond to the perceived hypothesis · outcome (stated by the tagger, no quotation): held Quotation withheld because this record is not cleared for redistribution. a ZERO-EXPOSURE control condition against four and twelve exposures eliminates: that brand choice at any exposure level is simply the brand's base rate rather than an effect of exposure · outcome (stated by the tagger, no quotation): held Quotation withheld because this record is not cleared for redistribution. fluency fluency Quotation withheld because this record is not cleared for redistribution. type of user type of user Quotation withheld because this record is not cleared for redistribution. mere exposure mere exposure Quotation withheld because this record is not cleared for redistribution. brand choice brand choice Quotation withheld because this record is not cleared for redistribution. THE MECHANISM IS PROVED BY MISATTRIBUTION, WHICH IS THE STRONGEST FORM AVAILABLE FOR A FEELING: `Quotation withheld.` Give the ease somewhere else to have come from and the preference goes with it. That rules out the alternative that repetition simply builds a memory or a habit - a memory would not care where you thought the ease came from Quotation withheld because this record is not cleared for redistribution. AND THE DOSE-RESPONSE IS NON-MONOTONIC: `Study 3 suggests that too much fluency can backfire, which is consistent with the saturation model.` More exposure is not more effect. This is the one finding here that a replication is most likely to invert by accident: increasing the number of exposures to be safe would move the design past the peak and find less. A corpus that records `repeated exposure increases choice` without the saturation clause would license exactly that mistake Quotation withheld because this record is not cleared for redistribution. UNAWARENESS USED AS A CONTROL RATHER THAN REPORTED AS A FINDING: `the participants in study 4 were not aware of the brand and hence could not be aware of its association with the in-group or out-group, so conscious correction was not possible.` This is higgins1977's discounting cue turned into a design feature. Higgins found that noticing your own bias ATTENUATES it; here, showing that participants could not notice is what licenses reading the result as uncorrected. Same mechanism, opposite use - one paper measures it, the other rules it out by construction Quotation withheld because this record is not cleared for redistribution. AN ANOMALY REPORTED AGAINST THEIR OWN ACCOUNT, IN THEIR OWN DISCUSSION: `Quotation withheld. On the surface, this result seems inconsistent with a fluency account.` The exposure moved what people CHOSE without moving what they SAID they liked. A measure and its supposed cause coming apart - and the authors raise it themselves, under a heading of its own, rather than leaving it in a table Quotation withheld because this record is not cleared for redistribution. builds-on → Winkielman et al. (2003) Quotation withheld because this record is not cleared for redistribution. builds-on → Fazendeiro et al. (2007) and Huber and O’Reilly (2003) saturation model Quotation withheld because this record is not cleared for redistribution. replicates → Fang et al. (2007) Quotation withheld because this record is not cleared for redistribution. contradicts → Simonson, Kramer, and Young (2004) Quotation withheld because this record is not cleared for redistribution. fluency —causes→ brand choice fluency brand choice direction on the measure: increases · strength of the relation: 0.9 · note: THE PAPER'S CENTRAL CLAIM, and the axis quote carries the awareness qualifier that the abstract attaches to it - 'for people not aware of the brand exposure'. Weight 0.9 rather than 0.95 because the relation is non-monotonic (study 3) and moderated (study 4), and an unqualified 'fluency increases choice' is true only in the middle of the range. Quotation withheld because this record is not cleared for redistribution. type of user —causes→ fluency type of user fluency strength of the relation: 0.85 · note: THE MODERATOR, AND NO effect direction - DELIBERATELY. The paper says the type of user can 'BOLSTER it ... DAMPEN it ... or OVERPOWER it' depending on the group and the perceiver's construal, so there is no single sign. A 'causes(increases)' here would be false a third of the time. The vocabulary offers no 'moderates', and this is the nearest honest use of what it has. Audit 2026-09-28: DOUBTFUL - read against its span and kept, but the span says the type of user may MODERATE the fluency effect; causes overstates a moderation. Quotation withheld because this record is not cleared for redistribution. mean mean about this quote: QUOTE RECOVERED FROM THE PAPER'S OWN CHARACTERS. The recorded quote was LETTERS-ONLY IDENTICAL to this stretch of the staged text but not an exact substring of it - spaces, hyphens, ligature glyphs or mathematical operators differed, so it could never anchor. This is the file's own text between the same two letters: not produced by a rule about the damage, copied out of the file. Round-trip checked (the recovered span is letters-only equal to the original) and length-checked. The text as originally recorded is kept in evidence as extracted. Quotation withheld because this record is not cleared for redistribution. regression regression Quotation withheld because this record is not cleared for redistribution. standard-deviation standard-deviation about this quote: QUOTE RECOVERED FROM THE PAPER'S OWN CHARACTERS. The recorded quote was LETTERS-ONLY IDENTICAL to this stretch of the staged text but not an exact substring of it - spaces, hyphens, ligature glyphs or mathematical operators differed, so it could never anchor. This is the file's own text between the same two letters: not produced by a rule about the damage, copied out of the file. Round-trip checked (the recovered span is letters-only equal to the original) and length-checked. The text as originally recorded is kept in evidence as extracted. Quotation withheld because this record is not cleared for redistribution.

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