Brand Exposure Makes Decisions Easier

Ryan Rahinel, University of Cincinnati, USA
Ashley Otto, University of Cincinnati, USA
Joshua Clarkson, University of Cincinnati, USA
Daniel Grossman, University of Cincinnati, USA
The most consequential use of brands by consumers occurs during decision making episodes. We propose that this causes consumers to initiate a cognitive readiness for decision making when merely exposed to brands. Such readiness subsequently makes unrelated decisions (e.g., “What should I do during an hour of free time?”) easier.
[ to cite ]:
Ryan Rahinel, Ashley Otto, Joshua Clarkson, and Daniel Grossman (2015) ,"Brand Exposure Makes Decisions Easier", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 163-169.