Brand Suicide? Memory and Liking of Negative Brand Names

Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink), yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a branded product. Study 1 demonstrates that relative to nonnegative brand names, negative brand names and their associated logos are better recognised. Studies 2 and 3 demonstrate that negative valence of a brand name tends to have a detrimental influence on product evaluation with evaluations worsening as negative valence increases. However, evaluation is also dependent on brand name arousal, with high arousal brand names resulting in more positive evaluations, such that moderately negative brand names are equally as attractive as some non-negative brand names. Study 3 shows evidence for affective habituation, whereby the effects of negative valence reduce with repeated exposures to some classes of negative brand name

Does a surprising outcome reinforce or reverse the hindsight bias

outcome knowledge, judges immediately assimilate it There are conflicting hypotheses regarding the effect with what they already know about the event in quesof a surprising outcome on hindsight judgment. Ac-tion" (Fischhoff, 1975, p. 297), and the outcome informacording to the hypothesis presented in this paper, high tion is effortlessly assimilated in the schematic reprelevels of surprise will lead to the elimination or rever-sentation of the domain in question. Consistent with sal of hindsight bias. The feeling of surprise serves as this view, Slovic and Fischhoff (1977) demonstrated a cue to subjects making them aware of the fact that that outcome information is not so surprising in hindoutcome information is largely different from whatever they knew about the event. Subjects under these sight. The perceiver, who assimilates the outcome inforconditions seek explanations to the outcome and "ef-mation naturally and effortlessly, is unaware of its effortless assimilation," the most accepted theoretical fects and is not surprised in hindsight. Hence, the account for the hindsight bias, is less likely. The alter-reaction "I knew it all along.&quot

The Effects of Cognitive Thinking Style and Ambient Scent on Online Consumer Approach Behavior,

ABSTRACT This study evaluates the effect of the interaction between cognitive variables and the presence of scent on online search motivation, purchase characteristics, and telepresence. An interaction between consumers' type of thought process and the presence of scent was identified as influencing search motivation (attention focus and challenge) and telepresence experience. Ambient scent influenced the search motivation of consumers possessing systematic cognitive thinking style (SCTS) and the telepresence experience of consumers with intuitive cognitive thinking style (ICTS). In addition, much in the same way that ambient scent affects consumer behavior in traditional stores, in online settings consumers exposed to scent were found to demonstrate a higher degree of approach behavior. The results suggest extending the S-O-R model by emphasizing cognitive thinking style as a mediator of environmental stimuli

Competence-Based Marketing

New perspectives in marketing communication for business market