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Distinctively Different: Exposure to Multiple Brands in Low-Elaboration Settings

Author

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  • Linyun W. Yang
  • Keisha M. Cutright
  • Tanya L. Chartrand
  • Gavan J. Fitzsimons

Abstract

Consumers see many brands during the course of a day but often pay very little attention to how such exposures will influence their subsequent decisions. This research examines how being exposed to multiple brands at once affects consumers' reactions to these brands, particularly when little effort is exerted in processing this information. Focusing on the role of brand personalities, we argue that when a focal brand is seen with a brand that has a dissimilar personality, it will seem more distinctive and thus garner more positive consumer reactions than if it is seen with a brand that has a similar personality. The first two experiments provide support for the positive impact of dissimilar brand personalities under low-elaboration settings. The last two experiments examine the process that leads to stronger preferences for the focal brand and suggest that enhanced distinctiveness benefits the focal brand by differentiating it from similar competitors.

Suggested Citation

  • Linyun W. Yang & Keisha M. Cutright & Tanya L. Chartrand & Gavan J. Fitzsimons, 2014. "Distinctively Different: Exposure to Multiple Brands in Low-Elaboration Settings," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(5), pages 973-992.
    • Handle: RePEc:oup:jconrs:doi:10.1086/673522
    DOI: 10.1086/673522
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    Cited by:

    1. Xushan Sheng & Tiantian Mo & Xinyue Zhou, 2022. "The Moderating Role of Age in the Effect of Video Playback Speed on Urgency Perception in the Context of Climate Change," Sustainability, MDPI, vol. 14(14), pages 1-16, July.
    2. Tiziano Bursi & Giovanna Galli, 2015. "Le imprese italiane dell?industria agro-alimentare: mercati internazionali, relazioni di canale e strategie e politiche di branding," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(2), pages 15-32.
    3. Johnstone, Leanne & Lindh, Cecilia, 2022. "Sustainably sustaining (online) fashion consumption: Using influencers to promote sustainable (un)planned behaviour in Europe's millennials," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

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