The Effect Of Branding On Consumer Choice

The Effect of Branding on
Consumer Choice
Original Research Report
Dr Jane Leighton - Mountainview Learning
Dr Geoff Bird - University College London

1

Contents
Executive Summary ......................................................................................................... 3
Full Report ........................................................................................................................ 4
Background ...................................................................................................................... 4
- Aims ................................................................................................................................. 5
- Attention ........................................................................................................................... 5
- Recognition ...................................................................................................................... 5
Methodology ..................................................................................................................... 6
- Participants ...................................................................................................................... 6
- Stimuli .............................................................................................................................. 6
- Procedure - attention ....................................................................................................... 7
- Procedure - recognition ................................................................................................... 7
Results
i. The impact of reduced branding on consumer choice .................................................. 8 ii. The impact of increased non-branded information on consumer choice ..................... 11 iii. The impact of copycat branding on consumer choice ................................................. 13
Conclusions

References: Chandon, P., J. Wesley Hutchinson, W. & Young, S. (2002). Unseen is unsold: Assessing visual equity with commercial eye-tracking data Jesper, C. (2007). Visual influence on in-store buying decisions: An eye-track experiment on the visual influence of packaging design Munoz, D.P., & Everling, S. (2004). Look away; the anti-saccade task and the voluntary control of eye movement Lee, A. Y. (2001), “The Mere Exposure Effect: An Uncertainty Reduction Explanation Revisited,” Personality and Social Psychology Bulletin, 27(10), 1255-1266. Rayner, K. (1998). Eye Movements in Reading and Information Processing: 20 Years of Research Russo, J., Edwards, J. & Leclerc, F. (1994). An eye-fixation analysis of choice processes for consumer nondurables Sorensen, H. (2009) Inside the mind of the shopper: The science of retailing. Wharton School Publishing Think Eyetracking research (2008). http://thinkeyetracking.com/Blog/?p=8 Treistman, J., & Gregg, J Tversky, A., & Kahneman, D. (1973). Availability: A heuristic for judging frequency and probability Wedel, M. & Pieters, F.G.M. (2007). A Review of Eye-Tracking Applications in Marketing, Review of Marketing Research Zaltman, J. (2011) Quarterly Trend Reports. Ad Age Insights, Advertising Age. July 25, 2011.