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Brand, Knowledge and False Sense of Security

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Abstract

A 2x2 experiment was used to study the effects of brand name and knowledge on the adoption of antivirus software. Subjects were randomly assigned to groups and presented with different brands and product choice sets. It was found that (1) brand name affects product choice, (2) a strong brand may tend to induce a false sense of security and lead to poor produce choice, and (3) knowledge can reduce consumers’ reliance on brand name in security technology adoption decision.

Suggested Citation

  • Wendy Hui, 2010. "Brand, Knowledge and False Sense of Security," ICBBR Working Papers 12, International Centre for Behavioural Business Research.
    • Handle: RePEc:bbr:workpa:12
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    Cited by:

    1. Luke Kowalski & William Green & Simon Lilley & Nikiforos Panourgias, 2022. "Lackluster Adoption of Cryptocurrencies as a Consumer Payment Method in the United States—Hypothesis: Is This Independent Technology in Need of a Brand, and What Kind?," JRFM, MDPI, vol. 16(1), pages 1-11, December.

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    Keywords

    Brand; Knowledge; Experiment; Consumer Market; Technology Adoption;
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