Abstract
The effects of brand salience on brand recall were investigated in five experiments, each involving a different product category. The authors demonstrate that increasing the salience of a single brand can significantly impair unaided recall of competing brands. The effect was observable even in the early stages of the recall process.
Keywords
RecallSalience (neuroscience)PsychologyProduct categoryAdvertisingSocial psychologyCognitive psychologyProduct (mathematics)BusinessMathematics
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Publication Info
- Year
- 1986
- Type
- article
- Volume
- 23
- Issue
- 4
- Pages
- 363-369
- Citations
- 104
- Access
- Closed
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Cite This
Joseph W. Alba,
Amitava Chattopadhyay
(1986).
Salience Effects in Brand Recall.
Journal of Marketing Research
, 23
(4)
, 363-369.
https://doi.org/10.1177/002224378602300406
Identifiers
- DOI
- 10.1177/002224378602300406