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Effects of Context and Part-Category Cues on Recall of Competing Brands
Joseph W. Alba and Amitava Chattopadhyay
Journal of Marketing Research
Vol. 22, No. 3 (Aug., 1985), pp. 340-349
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3151430
Page Count: 10
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In three experiments, the effects of presenting a subset of competing brands on the recall of the remaining brands was studied. The first two experiments showed that using a subset of the brands as cues may either enhance or inhibit recall of the remaining brands, depending on the knowledge level of the consumer. The third experiment showed that presentation of even two brands can inhibit recall of entire categories of competing brands. An explanation of the results and a discussion of their implications are presented.
Journal of Marketing Research © 1985 American Marketing Association