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The Power of Strangers: The Effect of Incidental Consumer Brand Encounters on Brand Choice

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  • Rosellina Ferraro
  • James R. Bettman
  • Tanya L. Chartrand

Abstract

In the course of daily encounters with other consumers, an individual may be incidentally exposed to various brands. We refer to these situations as incidental consumer brand encounters (ICBEs). This research examines how ICBEs influence brand choice. Four studies provide evidence that repeated exposure to simulated ICBEs increases choice of the focal brand for people not aware of the brand exposure, that perceptual fluency underlies these effects, and that these effects are moderated by perceivers' automatic responses to the type of user observed with the brand. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Rosellina Ferraro & James R. Bettman & Tanya L. Chartrand, 2009. "The Power of Strangers: The Effect of Incidental Consumer Brand Encounters on Brand Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(5), pages 729-741, September.
    • Handle: RePEc:oup:jconrs:v:35:y:2009:i:5:p:729-741
    DOI: 10.1086/592944
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    Cited by:

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    4. Brasel, S. Adam, 2012. "How focused identities can help brands navigate a changing media landscape," Business Horizons, Elsevier, vol. 55(3), pages 283-291.
    5. T. Poehlman & Ravi Dhar & John Bargh, 2016. "Sophisticated by Design: the Nonconscious Influence of Primed Concepts and Atmospheric Variables on Consumer Preferences," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 3(1), pages 48-61, March.
    6. Remi Trudel & Jennifer J. Argo & Matthew D. Meng, 2016. "The Recycled Self: Consumers’ Disposal Decisions of Identity-Linked Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 246-264.
    7. Czellar, Sandor & Sprott, David E. & Spangenberg, Eric R. & Raska, David, 2009. "Consumer reactions to self-expressive brand display," HEC Research Papers Series 918, HEC Paris.
    8. Elbedweihy, Alaa M. & Jayawardhena, Chanaka & Elsharnouby, Mohamed H. & Elsharnouby, Tamer H., 2016. "Customer relationship building: The role of brand attractiveness and consumer–brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 2901-2910.
    9. Rares MOCANU, 2013. "Brand Image as a Function of Self-Image and Self-Brand Connection," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 1(3), pages 387-408, December.
    10. Preyas S. Desai & Woochoel Shin & Richard Staelin, 2014. "The Company That You Keep: When to Buy a Competitor's Keyword," Marketing Science, INFORMS, vol. 33(4), pages 485-508, July.
    11. Sung, Billy & Hartley, Nicole & Vanman, Eric & Phau, Ian, 2016. "How can the word “NEW†evoke consumers' experiences of novelty and interest?," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 166-173.
    12. Mohammad Siahpush & Paraskevi A. Farazi & Jungyoon Kim & Tzeyu L. Michaud & Aaron M. Yoder & Ghada Soliman & Melissa K. Tibbits & Minh N. Nguyen & Raees A. Shaikh, 2016. "Social Disparities in Exposure to Point-of-Sale Cigarette Marketing," IJERPH, MDPI, vol. 13(12), pages 1-9, December.
    13. Herrmann, Andreas & Rossberg, Nadja & Huber, Frank & Landwehr, Jan R. & Henkel, Sven, 2011. "The impact of mimicry on sales - Evidence from field and lab experiments," Journal of Economic Psychology, Elsevier, vol. 32(3), pages 502-514, June.
    14. Zhang, Mingyue & Zhao, Haichuan & Chen, Haipeng (Allan), 2022. "How much is a picture worth? Online review picture background and its impact on purchase intention," Journal of Business Research, Elsevier, vol. 139(C), pages 134-144.
    15. Carter Morgan & Tatiana M. Fajardo & Claudia Townsend, 2021. "Show it or say it: how brand familiarity influences the effectiveness of image-based versus text-based logos," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 566-583, May.
    16. Steven J. Stanton & Walter Sinnott-Armstrong & Scott A. Huettel, 2017. "Neuromarketing: Ethical Implications of its Use and Potential Misuse," Journal of Business Ethics, Springer, vol. 144(4), pages 799-811, September.
    17. Manfred Bruhn & Andrea Gröppel-Klein & Manfred Kirchgeorg, 2023. "Managerial marketing and behavioral marketing: when myths about marketing management and consumer behavior lead to a misconception of the discipline," Journal of Business Economics, Springer, vol. 93(6), pages 1055-1088, August.
    18. O'Cass, Aron & Sok, Phyra, 2015. "An exploratory study into managing value creation in tourism service firms: Understanding value creation phases at the intersection of the tourism service firm and their customers," Tourism Management, Elsevier, vol. 51(C), pages 186-200.
    19. Söderlund, Magnus, 2011. "Other customers in the retail environment and their impact on the customer’s evaluations of the retailer," Journal of Retailing and Consumer Services, Elsevier, vol. 18(3), pages 174-182.
    20. Abiodun Adegbile & David Sarpong, 2015. "Managerial Engagement with Scenario Planning: A Conceptual Consumption Approach," Foresight and STI Governance (Foresight-Russia till No. 3/2015), National Research University Higher School of Economics, vol. 9(4), pages 73-80.
    21. Morgan Ward & Joseph Goodman & Julie Irwin, 2014. "The same old song: The power of familiarity in music choice," Marketing Letters, Springer, vol. 25(1), pages 1-11, March.
    22. Oliver Büttner & Arnd Florack & Benjamin Serfas, 2014. "A Dual-Step and Dual-Process Model of Advertising Effects: Implications for Reducing the Negative Impact of Advertising on Children's Consumption Behaviour," Journal of Consumer Policy, Springer, vol. 37(2), pages 161-182, June.
    23. Woodside, Arch G. & Megehee, Carol M. & Sood, Suresh, 2012. "Conversations with(in) the collective unconscious by consumers, brands, and relevant others," Journal of Business Research, Elsevier, vol. 65(5), pages 594-602.

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