search query: @author Barnard, N. / total: 4
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| Author: | Barnard, N. Ehrenberg, A. |
| Title: | Advertising: Strongly persuasive or nudging? |
| Journal: | Journal of Advertising Research
1997 : JAN-FEB, VOL. 37:1, p. 21-31 |
| Index terms: | BRAND LOYALTY SALES GROWTH |
| Language: | eng |
| Abstract: | It can be seen that advertising will increase the advertised brand's sales by persuading brand-switchers to become loyal to the brand. An alternative view is that advertising's main function is to reinforce and nudge consumers' existing propensities to buy the brand as part of their split-loyal brand portfolios. Exclusively loyal customers are not seen as specially important to sales. The evidence supports the split-loyalty/reinforcing-and-nudging perspective. Consumers' ongoing tendencies to be loyal to brands result from the need to simplify decision-making, making frequent brand choices manageable or being content for a time with one's previous choice of durables. |
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