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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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2019-04-01
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| Series: | Frontiers in Psychology |
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| Online Access: | https://www.frontiersin.org/article/10.3389/fpsyg.2019.00783/full |
| _version_ | 1811279708907634688 |
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| author | Rui Feng Weijun Ma Ruobing Liu Miao Zhang Ziyi Zheng Ting Qing Juzhe Xi Xinzhen Lai Cen Qian |
| author_facet | Rui Feng Weijun Ma Ruobing Liu Miao Zhang Ziyi Zheng Ting Qing Juzhe Xi Xinzhen Lai Cen Qian |
| author_sort | Rui Feng |
| collection | DOAJ |
| description | 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). |
| first_indexed | 2024-04-13T01:00:39Z |
| format | Article |
| id | doaj.art-1787432f6ca34a74b9ca2fdf0b91e982 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-13T01:00:39Z |
| publishDate | 2019-04-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-1787432f6ca34a74b9ca2fdf0b91e9822022-12-22T03:09:29ZengFrontiers Media S.A.Frontiers in Psychology1664-10782019-04-011010.3389/fpsyg.2019.00783435868How Preferred Brands Relate to the Self: The Effect of Brand Preference, Product Involvement, and Information Valence on Brand-Related MemoryRui Feng0Weijun Ma1Ruobing Liu2Miao Zhang3Ziyi Zheng4Ting Qing5Juzhe Xi6Xinzhen Lai7Cen Qian8Department of Marketing, School of Management, Shanghai Business School, Shanghai, ChinaShanghai Changning-ECNU Mental Health Center, School of Psychology and Cognitive Science, East China Normal University, Shanghai, ChinaShanghai Changning-ECNU Mental Health Center, School of Psychology and Cognitive Science, East China Normal University, Shanghai, ChinaShanghai Changning-ECNU Mental Health Center, School of Psychology and Cognitive Science, East China Normal University, Shanghai, ChinaShanghai Changning-ECNU Mental Health Center, School of Psychology and Cognitive Science, East China Normal University, Shanghai, ChinaShanghai Changning-ECNU Mental Health Center, School of Psychology and Cognitive Science, East China Normal University, Shanghai, ChinaShanghai Changning-ECNU Mental Health Center, School of Psychology and Cognitive Science, East China Normal University, Shanghai, ChinaShanghai Changning-ECNU Mental Health Center, School of Psychology and Cognitive Science, East China Normal University, Shanghai, ChinaShanghai Changning-ECNU Mental Health Center, School of Psychology and Cognitive Science, East China Normal University, Shanghai, ChinaThis 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).https://www.frontiersin.org/article/10.3389/fpsyg.2019.00783/fullself-reference effectself-expansion modelbrand preferenceproduct involvementinformation valence |
| spellingShingle | Rui Feng Weijun Ma Ruobing Liu Miao Zhang Ziyi Zheng Ting Qing Juzhe Xi Xinzhen Lai Cen Qian How Preferred Brands Relate to the Self: The Effect of Brand Preference, Product Involvement, and Information Valence on Brand-Related Memory Frontiers in Psychology self-reference effect self-expansion model brand preference product involvement information valence |
| title | How Preferred Brands Relate to the Self: The Effect of Brand Preference, Product Involvement, and Information Valence on Brand-Related Memory |
| title_full | How Preferred Brands Relate to the Self: The Effect of Brand Preference, Product Involvement, and Information Valence on Brand-Related Memory |
| title_fullStr | How Preferred Brands Relate to the Self: The Effect of Brand Preference, Product Involvement, and Information Valence on Brand-Related Memory |
| title_full_unstemmed | How Preferred Brands Relate to the Self: The Effect of Brand Preference, Product Involvement, and Information Valence on Brand-Related Memory |
| title_short | How Preferred Brands Relate to the Self: The Effect of Brand Preference, Product Involvement, and Information Valence on Brand-Related Memory |
| title_sort | how preferred brands relate to the self the effect of brand preference product involvement and information valence on brand related memory |
| topic | self-reference effect self-expansion model brand preference product involvement information valence |
| url | https://www.frontiersin.org/article/10.3389/fpsyg.2019.00783/full |
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