The temporary nature of irritational effects suggests its role is an exposure effect moderator rather than a central factor in the model. Berlyne theorized that novelty is pleasing, but familiarity is not. The remaining references are available from the authors.
This process describes an inverted U-shaped relationship between exposure and affect. This is clearly a direct contradiction of the exposure effect thesis. The pattern of findings strongly suggests that brand name familiarity became the dominant mediator in delay because affective reactions to the ads were forgotten.
After examining relevant literature we are led to the conclusion that brand familiarity is a viable, albeit limited, marketing tool for influencing consumer decisions.
In these cases, brand position on the frequency-affect curve may be at the asymptote. Brand familiarity can directly mediate choice behavior, but only when mediators which are the product of higher level information i.
In addition to affecting attribute utilities the usage situation exerts an important influence on choice by providing retrieval cues, specific to the situation. Thus, the logogen model provides a natural theoretical basis for brand familiarity on perceptual identification.
Validation of brand familiarity effects in marketing contexts and the establishment of their limits are prerequisites to strategic applications. This is clearly a direct contradiction of the exposure effect thesis.
So, as exposure to a brand increases affective reactions to the brand become more favorable. MedinCategories and Concepts, Cambridge, Mass: Interestingly, the significant effects of brand name familiarity occurred only when l the accessibility of advertisement execution information and brand attribute information was at its lowest level and 2 relative brand name familiarity brand name familiarity relative to competing brand alternatives was at its highest level.
In the case of brand attitude, increased exposure may not be sufficient to generate a perceivable change in affect.
Exposure frequency mediated attitude toward the words Zajonc and Rakecki The appropriate logogens must be activated in order for a given word to be identified and each activation lowers the threshold for subsequent activations. The primary caveat to these conclusions is that brand familiarity effects may be highly context dependent.
The amount of cognitive effort required to generate an evaluation through this process is greater than the exposure effect because it explicitly requires comprehension of the source of the affect the frequency information and an evaluative inference derived from that source. When the product class serves as a retrieval cue, brands that are prototypical are likely to be recalled faster and more often Nedungadi and Hutchinson ; also see Barsalou ; Rosch and Mervis Like the habituation process, the automatic accessibility of frequency information is adaptive in that it allows individuals to effortlessly assess the subjective probability of one event over another and to react accordingly.Therefore, place and price variable will solely depend on promotional efforts.
Where the degree of brand familiarity is high, less money will be used for promotions and thus, prices will be lower. Brand Familiarity means how well customers recognize and accept a company's brand and the degree of brand familiarity affects the rest of the marketing mix especially what should be offered and what promotion is needed.
Brand familiarity is likely to: 1) Enhance perceptual identification of a brand, 2) increase the probability of inclusion in the evoked set, 3) generate positive affect toward.
Q: A small firm intends to increase the capacity of a A small firm intends to increase the capacity of a bottleneck operation by adding a new machine.
Two alternatives, A and B, have been identified, and the associated costs and revenues have been estimated. This content was STOLEN from currclickblog.com - View the original, and get the already-completed solution here!
What does the degree of brand familiarity imply about previous and future promotional efforts?
How does the degree of brand familiarity affect the Price and Place variables? How does the degree of brand familiarity affect the Price and Place variables? Brand familiarity means how well customers recognize and accept a company’s brand name.
The degree of brand familiarity affects the planning for the rest of the marketing mix, especially where the product should be offered and what promotion is needed.Download