Information processing influences on brand effects

The magnitude of brand effects may vary across contexts due to a number of variables. This study examines how personal and contextual variables can impact the degree to which consumers process and rely on non brand alternative information, which can in turn impact the amount of reliance that is needed (and thus placed) on brand associations. It also considers the subsequent effects on consumer confidence and ultimate alternative evaluations. A pilot study is discussed and a model proposed to demonstrate the interrelationships among context variables, relative reliance on non brand attributes versus brand associations, uncertainty, and overall alternative evaluations/discounting.8 page(s