Familiarity Attracts Consumer Attention: Methods to Objectively Measure Consumer Brand Familiarity
Brand familiarity is a frequently used concept in marketing research and -practice. We developed and empirically tested two measures: visual search and video-recognition task which were validated in three preregistered experiments. Our findings offer an innovative way to objectively measure brand familiarity and contribute to the understanding of consumer attention.
Citation:
Ursa Bernardic and Benjamin Scheibehenne (2021) ,"Familiarity Attracts Consumer Attention: Methods to Objectively Measure Consumer Brand Familiarity", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 277-278.
Authors
Ursa Bernardic, University of Geneva
Benjamin Scheibehenne, Karlsruhe Institute of Technology
Volume
NA - Advances in Consumer Research Volume 49 | 2021
Share Proceeding
Featured papers
See MoreFeatured
Potions and Antidotes for Jekyll: What Summons Moral Identity in Product Choices
Young Joo Cho, Korea University, Korea
Y. Rin Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea
Featured
“Million Dollar Smile?” How Smile Intensity, Relationship Norm and Consumer Self-Construal Influence Ad Effectiveness
Hsiao-Ching Lee, National Kaohsiung University of Science and Technology
Chun-Tuan Chang, National Sun Yat-sen University
Yu-kang Lee, National Sun Yat-sen University
Hui-Wen Chang, National Sun Yat-sen University
Guei-hua Flora Huang, National Sun Yat-sen University
Featured
A Rational Model to Predict Consumers’ Irrational Behavior
Vahid Rahmani, Rowan University