Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If You Use a Screen Reader

This content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.

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
DOI: 10.2307/3151430
Stable URL: http://www.jstor.org/stable/3151430
Page Count: 10
  • Read Online (Free)
  • Download ($24.00)
  • Subscribe ($19.50)
  • Cite this Item
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Effects of Context and Part-Category Cues on Recall of Competing Brands
Preview not available

Abstract

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.

Page Thumbnails

  • Thumbnail: Page 
340
    340
  • Thumbnail: Page 
341
    341
  • Thumbnail: Page 
342
    342
  • Thumbnail: Page 
343
    343
  • Thumbnail: Page 
344
    344
  • Thumbnail: Page 
345
    345
  • Thumbnail: Page 
346
    346
  • Thumbnail: Page 
347
    347
  • Thumbnail: Page 
348
    348
  • Thumbnail: Page 
349
    349