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

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

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...

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Bibliographic Details
Main Authors: Rui Feng, Weijun Ma, Ruobing Liu, Miao Zhang, Ziyi Zheng, Ting Qing, Juzhe Xi, Xinzhen Lai, Cen Qian
Format: Article
Language:English
Published: Frontiers Media S.A. 2019-04-01
Series:Frontiers in Psychology
Subjects:
self-reference effect
self-expansion model
brand preference
product involvement
information valence
Online Access:https://www.frontiersin.org/article/10.3389/fpsyg.2019.00783/full

Internet

https://www.frontiersin.org/article/10.3389/fpsyg.2019.00783/full

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