摘要:

This research examines the proposition that the difficulty encountered during initial retrievals from memory is positively associated with subsequent recall ability. This proposition is tested experimentally by examining the longitudinal effects of advertising retrieval cues on memory. Although these cues initially facilitate recall by activating ad‐based retrieval routes, they may hinder subsequent recall in two ways. First, the presence of an ad cue reduces the likelihood of activating and strengthening brand name‐based routes that may be useful at delay (a retrieval‐direction effect). Second, ad cues simplify the retrieval process and lower the amount of effort required for successful retrieval (a retrieval‐intensity effect). As a result, ad‐based retrieval routes are not strengthened as much by use as are brand name‐based routes. Together, these effects suggest that consumer memory traces are most resistant to decay if initial retrieval is successful and occurs without advertising retrieval cues. Two experiments are presented that demonstrate this retrieval difficulty effect and delineate the underlying roles of intensity and direction.

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0504_01

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

In this article, we consider the impact of the dynamics of consumer preference formation on the optimal competitive strategy for a second brand entering a market dominated by a pioneer. In particular, our analysis explicitly incorporates the perceptual dominance and prototypicality of a successful pioneer into models of consumer and managerial decision making. Based on these models, we derive optimal entry strategies for a second mover that competes with the pioneer in brand positioning, advertising, and price. Analyses using classical models of decision making, which exclude prototypicality, show that optimal second mover strategies engage a process of competition that leads to falling prices and profits until further entry is unprofitable. However, the empirical evidence shows that pioneers enjoy persistent competitive advantages. Our analysis, incorporating the prototypicality of the pioneer, shows that it is optimal for the second mover to adopt anichestrategy (with a maximally differentiated position, high price, low advertising outlay) that is consistent with the persistent pioneering advantage. Our results suggest an important role for brand prototypicality in the design of competitive strategies and for the process of competition between brands.

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0504_02

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

Numerical magnitude information, such as32 mpg, is often specified as a number in the context of a unit of measurement for a specific attribute, whereas verbal magnitude information such ashigh mileage, is usually a generic descriptor that may apply to several attributes. Because of its specificity, numerical information may be easier to distinguish from other information and hence, easier to encode and retrieve than is verbal information. However, numerical labels often lack inherent meaning, whereas verbal information conveys meaning more readily. Based on this reasoning, we generate and test hypotheses about how numerical and verbal information is processed and remembered following learning, judgment, and choice tasks. Across several studies, numerical information was found to require less processing time, recognized faster and more accurately, and recalled more exactly, than verbal information for a learning task. However, some of these advantages for numerical over verbal information were found to persist following a judgment task or a choice task. Additional studies demonstrate that these processing and memory differences between numerical and verbal information can be reduced or eliminated by (a) presenting all information along an attribute either verbally or numerically so that both verbal and numerical information are equated on attribute specificity, and (b) presenting numerical information in the form of numbers on a rating scale so that it is similar to verbal information in terms of conveying meaning. The findings suggest that the key to processing and memory differences between different types of magnitude information may lie in how specifically the magnitude information is linked to an attribute and also how readily it conveys meaning in an information processing context.

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0504_03

出版商:Wiley    

年代:2008

数据来源: WILEY

摘要:

This article proposes a construct, communality, that can be used to differentiate service relations. Theoretical development of this construct suggests that (a) communality will affect the way consumers interpret behaviors of service providers and fellow consumers; (b) marketing variables can influence the degree to which consumers anticipate and experience communality; and (c) conflicting relationship norms will have consequences for service outcomes. A model and propositions are presented, along with suggestions for operationalizing the construct and developing future research.

ISSN:1057-7408    

DOI:10.1207/s15327663jcp0504_04

出版商:Wiley    

年代:2008

数据来源: WILEY