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

Frontiers in Psychology

article

Rui Feng¹  Weijun Ma²  Ruobing Liu²  Miao Zhang²  Ziyi Zheng²  Ting Qing²  Juzhe Xi²  Xinzhen Lai²  Cen Qian² 

[1] Department of Marketing, School of Management, Shanghai Business School;Shanghai Changning-ECNU Mental Health Center, School of Psychology and Cognitive Science, East China Normal University

关键词: self-reference effect;    self-expansion model;    brand preference;    product involvement;    information valence;   

DOI  :  10.3389/fpsyg.2019.00783

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

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).

【 授权许可】

CC BY