The Effects of a Brand Recall on the Recalled Brand and Its Competitors

In two experiments, we study the effects of a brand recall on the recalled brand and on a competitor brand. Brand quality emerges as an important, but understudied, moderator of recall effects.


Sheila Goins, Catherine Cole, and DongWoo Ko (2011) ,"The Effects of a Brand Recall on the Recalled Brand and Its Competitors", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 763-764.


Sheila Goins, University of Iowa, USA
Catherine Cole, University of Iowa, USA
DongWoo Ko, University of Iowa, USA


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising

Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More


‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption

Pao Franco, University of Melbourne, Australia

Read More


E8. Perceptions of Out-Group Members: The Effects of Language Abstraction

Afra Koulaei, University of South-Eastern Norway
Daniela Cristian, City University of London, UK

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.