IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v30y2004i4p487-502.html
   My bibliography  Save this article

The Influence of Generic Advertising on Brand Preferences

Author

Listed:
  • Chakravarti, Amitav
  • Janiszewski, Chris

Abstract

More than a billion dollars is spent annually on generic advertisements that promote the consumption of commodity goods. Generic advertising is designed to increase primary demand, or the "size of the pie," without affecting selective demand, or the "share of the pie." We find evidence to the contrary generic advertising increases the consumer's sensitivity to changes in price and systematically alters brand preferences. These effects of generic advertising can be attributed to the tendency of generic ads to change the relative importance of the attributes used to evaluate the brands. The results have implications for the public policy issue of how to effectively implement generic advertising without differentially benefiting certain brands and the managerial issue of how to integrate generic and brand advertising in order to achieve product category and brand differentiation goals. Copyright 2004 by the University of Chicago.

Suggested Citation

  • Chakravarti, Amitav & Janiszewski, Chris, 2004. "The Influence of Generic Advertising on Brand Preferences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(4), pages 487-502, March.
    • Handle: RePEc:oup:jconrs:v:30:y:2004:i:4:p:487-502
    DOI: 10.1086/380284
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/380284
    Download Restriction: no
    File URL: https://libkey.io/10.1086/380284?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Bhatt, Meghana A., 2012. "Evaluation and associations: A neural-network model of advertising and consumer choice," Journal of Economic Behavior & Organization, Elsevier, vol. 82(1), pages 236-255.
    2. Bart Bronnenberg & Sanjay Dhar & Jean-Pierre Dubé, 2011. "Endogenous sunk costs and the geographic differences in the market structures of CPG categories," Quantitative Marketing and Economics (QME), Springer, vol. 9(1), pages 1-23, March.
    3. Karray Salma & Martín-Herrán Guiomar, 2008. "Investigating the Relationship Between Advertising and Pricing in a Channel with Private Label Offering: A Theoretic Model," Review of Marketing Science, De Gruyter, vol. 6(1), pages 1-39, August.
    4. Sylvie Tchumtchoua & Ronald W. Cotterill, 2010. "Optimal Brand and Generic Advertising Policies in a Dynamic Differentiated Product Oligopoly," Food Marketing Policy Center Research Reports 126, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
    5. Stéphan Marette, 2021. "Sustainability and Consumer Willingness to Pay for Legumes: A Laboratory Study with Lentils," Sustainability, MDPI, vol. 13(6), pages 1-16, March.
    6. Yuanfang Lin & Sandeep Krishnamurthy, 2017. "Generic and Brand Advertising Strategies Under Inter-Industry Competition," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 4(1), pages 18-27, September.
    7. Keisuke Hattori & Keisaku Higashida, 2023. "Who should be regulated: Genuine producers or third parties?," Journal of Economics, Springer, vol. 138(3), pages 249-286, April.
    8. Heiman, Amir, 2015. "Positioning GM Food Product : Benefits, risk and loss aversion considerations," GMCC-15: Seventh GMCC, November 17-20, 2015, Amsterdam, the Netherlands 211475, International Conference on Coexistence between Genetically Modified (GM) and non-GM based Agricultural Supply Chains (GMCC).
    9. Ricardo Sellers†Rubio & Francisco Mas†Ruiz & Franco Sancho†Esper, 2018. "Firm reputation, advertising investment, and price premium: The role of collective brand membership in high†quality wines," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 351-362, March.
    10. Yu, Lili & He, Xiuli & Zhang, Juan & Xu, Chuanyong, 2021. "Horizontal cooperative advertising with advertising threshold effects," Omega, Elsevier, vol. 98(C).
    11. Suh, Daeseok & Chung, Chanjin, 2009. "Does Generic Advertising Help or Hurt Brand Advertising?," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49557, Agricultural and Applied Economics Association.
    12. Aust, Gerhard & Buscher, Udo, 2014. "Cooperative advertising models in supply chain management: A review," European Journal of Operational Research, Elsevier, vol. 234(1), pages 1-14.
    13. Sanjoy Ghose & Amir Heiman & Oded Lowengart, 2017. "Isolating strategy effectiveness of brands in an emerging market: A choice modeling approach," Journal of Brand Management, Palgrave Macmillan, vol. 24(2), pages 161-177, March.
    14. Liu, Xingyi, 2022. "Competitive pricing and advertising with spillover," Journal of Mathematical Economics, Elsevier, vol. 101(C).
    15. Heiman, Amir & Lowengart, Oded, 2008. "The effect of information about health hazards on demand for frequently purchased commodities," International Journal of Research in Marketing, Elsevier, vol. 25(4), pages 310-318.
    16. Kassas, Bachir & Palma, Marco A. & Hall, Charles R., 2020. "Informing Generic Advertising Programs by Investigating Income and Relative Return Heterogeneities in Voluntary Contributions Mechanisms," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 46(2), August.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:30:y:2004:i:4:p:487-502. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.