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| Author: | Janiszewski, C. |
| Title: | Preattentive mere exposure effects |
| Journal: | Journal of Consumer Research
1993 : DEC, VOL. 20:3, p. 376-392 |
| Index terms: | CONSUMER RESEARCH BRAND NAMES INFORMATION |
| Language: | eng |
| Abstract: | Mere exposure to a brand name or product package can encourage a consumer to have a more favourable attitude toward the brand, even when the consumer can not recollect the initial exposure. This article provides evidence that mere exposure effects persist when initial exposures to brand names and product packages are incidental, devoid of any intentional effort to process the brand information. These unintentional mere exposure effects are attributed to preattentive processes and are explained through hemispheric processing theory. |
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