The Impact of Cueing on Recall of Brands
Table of Contents
2. Abstract 3
3. Introduction 4
4. Theory 5
5. Methodology 7
6. Results 10
6.1. Gender Influence 10
6.2. Nationality Influence 11
6.3. Familiarity Influence 13
6.4. The Influence of the Number of Cues on Car Brands Recall 14
6.5. Priming and Car Brands Recall 15
7. Discussion 16
8. Appendices 18
Appendix 8.1 Questionnaire – First Condition 18
Appendix 8.2 Questionnaire – Second Condition (Primed – Cheap) 19
Appendix 8.3 Questionnaire – Second Condition (Primed – Luxury) 20
Appendix 8.4 Questionnaire – Third Condition (Primed – Cheap) 21
Appendix 8.5 Questionnaire – Third Condition (Primed – Luxury) 22
9. Reference List 23
2. Abstract
This paper analyzes the part-list cueing effect and it explains how marketers can utilize cuing strategies to influence the recall of brands by customers. In order to support the part-list cuing effect, a survey was conducted, which proves that providing cues of a category inhibits the recall of additional items in that category. However, there is no support for the fact that when more cues are given fewer items will be recalled. Therefore, it is recommended for marketers to position their products and services next to competitors since a larger evoked set will prevent a customer from searching for alternatives. 3. Introduction
Many companies in different markets find it increasingly difficult to compete successfully. One way companies try to differentiate themselves from their competitor is to build a strong brand. Companies with strong brands are able to ask premium prices for their products and services. When consumers are deciding for a purchase, they are evaluating their evoked set of brands in order to find the optimal purchase decision. Because a company’s competition consists of the brands incorporated in the consumer’s evoked set, the company should be able to enhance its competitive position by reducing the overall size of the consumer’s evoked set while maintaining its presence
2. Abstract 3
3. Introduction 4
4. Theory 5
5. Methodology 7
6. Results 10
6.1. Gender Influence 10
6.2. Nationality Influence 11
6.3. Familiarity Influence 13
6.4. The Influence of the Number of Cues on Car Brands Recall 14
6.5. Priming and Car Brands Recall 15
7. Discussion 16
8. Appendices 18
Appendix 8.1 Questionnaire – First Condition 18
Appendix 8.2 Questionnaire – Second Condition (Primed – Cheap) 19
Appendix 8.3 Questionnaire – Second Condition (Primed – Luxury) 20
Appendix 8.4 Questionnaire – Third Condition (Primed – Cheap) 21
Appendix 8.5 Questionnaire – Third Condition (Primed – Luxury) 22
9. Reference List 23
2. Abstract
This paper analyzes the part-list cueing effect and it explains how marketers can utilize cuing strategies to influence the recall of brands by customers. In order to support the part-list cuing effect, a survey was conducted, which proves that providing cues of a category inhibits the recall of additional items in that category. However, there is no support for the fact that when more cues are given fewer items will be recalled. Therefore, it is recommended for marketers to position their products and services next to competitors since a larger evoked set will prevent a customer from searching for alternatives. 3. Introduction
Many companies in different markets find it increasingly difficult to compete successfully. One way companies try to differentiate themselves from their competitor is to build a strong brand. Companies with strong brands are able to ask premium prices for their products and services. When consumers are deciding for a purchase, they are evaluating their evoked set of brands in order to find the optimal purchase decision. Because a company’s competition consists of the brands incorporated in the consumer’s evoked set, the company should be able to enhance its competitive position by reducing the overall size of the consumer’s evoked set while maintaining its presence