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Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product

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  • Hoyer, Wayne D
  • Brown, Steven P

Abstract

Results of a controlled experiment on the role of brand awareness in the consumer choice process showed that brand awareness was a dominant choice heuristic among awareness-group subjects. Subjects with no brand awareness tended to sample more brands and selected the high-quality brand on the final choice significantly more often than those with brand awareness. Thus, when quality differences exist among competing brands, consumers may "pay a price" for employing simple choice heuristics such as brand awareness in the interest of economizing time and effort. However, building brand awareness is a viable strategy for advertising aimed at increasing brand-choice probabilities. Copyright 1990 by the University of Chicago.

Suggested Citation

  • Hoyer, Wayne D & Brown, Steven P, 1990. "Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 141-148, September.
    • Handle: RePEc:oup:jconrs:v:17:y:1990:i:2:p:141-48
    DOI: 10.1086/208544
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