A Demonstration of the Influence of Advertising on Brand Choice

J. Edward Russo, Cornell University, USA
Anne-Sophie Chaxel, Cornell University, USA
We propose one way that advertising can influence brand choice. A superior TV commercial creates an initial preference for its brand over a competitor. During a choice this early preference is reinforced by the biased evaluation of new information to support the leading brand. In an experiment, the superior of two award-winning commercials installed its brand as the initial preference for most participants. The subsequent choice process exhibited greater information bias, more final choice of that brand, and greater confidence in that choice. This study shows not only that advertising can influence choice but how it can do so.
[ to cite ]:
J. Edward Russo and Anne-Sophie Chaxel (2010) ,"A Demonstration of the Influence of Advertising on Brand Choice", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 894-894 .