Please use this identifier to cite or link to this item: http://hdl.handle.net/10071/22001
Author(s): Garcia-Marques, T.
Prada, M.
Date: 2020
Title: When does brand matter more than our senses? The influence of touching or smelling experience on product evaluation
Volume: 38
Number: 2
Pages: 141 - 151
ISSN: 0870-8231
DOI (Digital Object Identifier): 10.14417/ap.1725
Keywords: Direct experience
Familiarity
Product evaluation
Brand
Quality
Touch
Smell
Abstract: In this work we examine the interaction between brand and direct experience on product evaluation. Specifically, we selected two products (perfume and paper) whose intrinsic quality can be inferred directly through sensory experience (i.e., scent and writing experience, respectively). Results from one field and one laboratorial experiment showed that brand impacts the perception of a product, overriding the information offered by direct sensory experience with the product. Importantly, this was more likely to occur in processing conditions that induce low elaboration (e.g., low motivation). We further discuss how these results contribute to understand the effect as supported by having brand as a heuristic or promoting a belief that is able to bias our perceptions.
Peerreviewed: yes
Access type: Open Access
Appears in Collections:CIS-RN - Artigos em revistas científicas nacionais com arbitragem científica

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