Dataset Information

How Preferred Brands Relate to the Self: The Effect of Brand Preference, Product Involvement, and Information Valence on Brand-Related Memory.

ABSTRACT: This study adopted the paradigm of the self-reference effect to explore how brand preference, product involvement, and information valence affects brand-related memory by three experiments. Experiment 1 examined memory differences between positive/negative information of self-/other-preferred brands. Results showed increased memory of positive words (i.e., the effect of information valence) in the self-preferred brand group, yet memory of self-preferred brands was poorer than that of other-preferred brands. Experiment 2 examined effects of degree of brand preference and information valence, and revealed a positive association between degree of preference and memory of brand-related positive words. Experiment 3 explored the effects of brand preference and product involvement. Results showed that the memory of high-preference brands was stronger in the high-involvement group. Additionally, product involvement demonstrated a significant positive correlation with memory. The observed effects of information valence, especially in self-preference (Experiment 1) and high-preference (Experiment 2) conditions, can be explained by self-schema and mnemic neglect theories. The increased memory of highly preferred brands in a high-involvement condition can be explained by intimacy and self-expansion models (Experiment 3).

SUBMITTER: Feng R

PROVIDER: S-EPMC6499029 | biostudies-literature | 2019

REPOSITORIES: biostudies-literature

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How Preferred Brands Relate to the Self: The Effect of Brand Preference, Product Involvement, and Information Valence on Brand-Related Memory.

Feng Rui R Ma Weijun W Liu Ruobing R Zhang Miao M Zheng Ziyi Z Qing Ting T Xi Juzhe J Lai Xinzhen X Qian Cen C

Frontiers in psychology 20190426

This study adopted the paradigm of the self-reference effect to explore how brand preference, product involvement, and information valence affects brand-related memory by three experiments. Experiment 1 examined memory differences between positive/negative information of self-/other-preferred brands. Results showed increased memory of positive words (i.e., the effect of information valence) in the self-preferred brand group, yet memory of self-preferred brands was poorer than that of other-prefe ...[more]

PMID: 31105609

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Project description:IntroductionIn recent years, there has been a proliferation of potential reduced-exposure tobacco products (PREPs) marketed that claim to be less harmful or less addictive, compared with conventional cigarettes. Tobacco control scientists have raised concerns about the potential adverse impact of marketing of these products for smoking prevention and cessation efforts. Although these products have not been widely used among smokers, there are few data available on consumers' awareness and attitudes toward these products.MethodsData were obtained from the 2003 and 2005 Health Information National Trends Survey, a nationally representative telephone survey of adults 18 years and older regarding health communication and associated beliefs and behaviors. Our study population consisted of 6,369 respondents in 2003 and 5,586 respondents in 2005, of whom 19% were current smokers and 28% were former smokers.ResultsIn 2005, 45% of respondents had heard of at least one PREP product, while only 4.8% had actually tried one. Awareness and use were substantially higher among current smokers (55.6% and 12.7%). Awareness was highest for Marlboro Ultra Smooth (MUS) (30.2%), Eclipse (18.2%), Quest (7.8%), and Ariva (5.4%), while less than 2% for any other product. Of respondents who had tried a PREP, 50% cited harm reduction or assistance in quitting as a reason for trying the product and 30% believed that the product was less harmful than their usual brand. In the combined 2003 and 2005 dataset, 54.4% of current smokers stated that they would be "very" or "somewhat" interested in trying a cigarette advertised as less harmful, while only 3.2% of former smokers and 1.1% of never-smokers were interested. Among current smokers, interest was higher in females and non-Hispanic Whites, and among daily smokers, those who smoked 20 or more cigarettes per day and those who were not considering quitting. Smokers interested in PREPs were substantially more likely to rate their perceived lung cancer risk as high (40.3% vs. 8.3%) and to worry frequently about developing lung cancer (19.7% vs. 4%).DiscussionThese results suggest that there is a substantial level of interest among current smokers in cigarettes marketed with claims of reduced exposure or harm. Of particular concern is that "health conscious" smokers and heavy smokers not planning to quit may be especially vulnerable to PREP marketing messages and view such products as an alternative to smoking cessation.

Dataset Information

How Preferred Brands Relate to the Self: The Effect of Brand Preference, Product Involvement, and Information Valence on Brand-Related Memory.

Publications

How Preferred Brands Relate to the Self: The Effect of Brand Preference, Product Involvement, and Information Valence on Brand-Related Memory.

Similar Datasets

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