Narrative Processing: Building Consumer Connections to Brands

This article proposes that narrative processing creates or enhances self‐brand connections (SBC) because people generally interpret the meaning of their experiences by fitting them into a story. Similarly, in response to an ad that tells a story, narrative processing may create a link between a brand and the self when consumers attempt to map incoming narrative information onto stories in memory. Our approach rests on the notion that a brand becomes more meaningful the more closely it is linked to the self. We conceptualize this linkage at an aggregate level in terms of SBCs, that is, the extent to which consumers have incorporated the brand into their self‐concepts. The results of an experiment show that narrative processing in response to a narratively structured ad is positively related to SBCs, which in turn have a positive relation with brand attitudes and behavioral intentions.     

Seeing faces: The role of brand visual processing and social connection in brand liking

This paper investigates how brands—through visuals—can fill a void for consumers experiencing a lack of social connection. Using psychometric measures and mock advertisements with visuals of human faces and non‐faces, Study 1 shows that seeing faces relates to greater brand liking with processing fluency mediating, and individual loneliness and tendency to anthropomorphize moderating the effect. Study 2 replicates findings with other‐race faces corroborating that fluency but not ethnic self‐referencing underlies the effect. Study 3 complements the psychometric measures of Studies 1 and 2 with eye tracking data to demonstrate that fluency correlates with distinct patterns of attention. Study 4 uses actual brand stimuli to show that effects are robust and extend beyond advertisements. Taken together, the findings show that communicating brand names in conjunction with visuals seen by consumers as human faces can increase brand liking.     

How Readability Shapes Social Media Engagement

We suggest that text readability plays an important role in driving consumer engagement on social media. Consistent with a processing fluency account, we find that easy‐to‐read posts are more liked, commented on, and shared on social media. We analyze over 4,000 Facebook posts from Humans of New York, a popular photography blog on social media, over a 3‐year period to see how readability shapes social media engagement. The results hold when controlling for photo features, story valence, and other content‐related characteristics. Experimental findings further demonstrate the causal impact of readability and the processing fluency mechanism in the context of a fictitious brand community. This research articulates the impact of processing fluency on brief word‐of‐mouth transmissions in the real world while empirically demonstrating that readability as a message feature matters. It also extends the impact of processing fluency to a novel behavioral outcome: commenting and sharing actions.     

Self-generated cognitive fluency as an alternative route to preference formation

People tend to prefer fluently processed over harder to process information. In this study we examine two issues concerning fluency and preference. First, previous research has pre-selected fluent and non-fluent materials. We did not take this approach yet show that the fluency of individuals’ idiosyncratic on-line interactions with a given stimulus can influence preference formation. Second, while processing fluency influences preference, the opposite also may be true: preferred stimuli could be processed more fluently than non-preferred. Participants performed a visual search task either before or after indicating their preferred images from an array of either paintings by Kandinsky or decorated coffee mugs. Preferred stimuli were associated with fluent processing, reflected in facilitated search times. Critically, this was only the case for participants who gave their preferences after completing the visual search task, not for those stating preferences prior to the visual search task. Our results suggest that the spontaneous and idiosyncratic experience of processing fluency plays a role in forming preference judgments and conversely that our first impressions of preference do not drive response fluency.     

A Brief Pause between a Tagline and Brand Increases Brand Name Recognition and Preference

This paper explores the outcome of the visual encoding of brands in meaningful sentences (i.e. in taglines) on brand name recognition and preference. In this paper, it is shown that, above and beyond the role of conceptual priming during encoding at increasing recognition memory, there is a role of creating a temporal delay, or pause, between meaningful cues in the sentence and a key word (Experiment 1) or brand (Experiments 2a and 3) on memory. The pause is also associated with increased preference towards brands (Experiment 2b). These findings demonstrate a new way to enhance recognition of brand names that is not due to a pure generation effect but rather by increasing attention, which increases processing fluency of the target. Copyright © 2011 John Wiley & Sons, Ltd.     

Images of Success and the Preference for Luxury Brands

This research examines the impact of media depictions of success (or failure) on consumers’ desire for luxury brands. In a pilot study and three additional studies, we demonstrate that reading a story about a similar/successful other, such as a business major from the same university, increases consumers’ expectations about their own future wealth, which in turn increases their desire for luxury brands. However, reading about a dissimilar successful other, such as a biology major, lowers consumers’ preferences for luxury brands. Furthermore, we examine the role of ease of imagining oneself in the narrative as a mediator of the relation between direction of comparison, similarity, and brand preference.     

How valuable is a well‐crafted design and name brand?: Recognition and willingness to pay

Preferences for similarly designed consumer products, evaluated blind and branded and also with and without prices, were tested in a consumer setting. The consumer's perceptual experience led to preference of the well‐crafted high‐priced option. This preference was enhanced by priming consumers with background information about the brand, perhaps causing the subjects to guess which choice was the well‐known brand before evaluation. Preferences for that choice increased again when brand names were visible during evaluation. When actual prices were added to the evaluations, preferences for the well‐known brand were very robust to high prices, indicating the strength of the brand name. Using the least preferred option and the lowest price as an anchor, the consumers' price threshold to pay for the preferred design and the brand name was computed. Attempts to explain and predict individual differences of choices using measures of inherent design acumen, prior experience, and purchasing behavior were largely unsuccessful. Copyright © 2011 John Wiley & Sons, Ltd.     

Processing Product Unique Features: Alignability and Involvement in Preference Construction

Consumers often form preferences based on the presented attributes of choice options. Previous research has suggested that consumers tend to form their preferences using the attributes that are related to common aspects between the options (i.e., alignable differences) and ignore attributes that are unique to individual options (i.e., nonalignable differences). We combine cognitive psychology and motivation research from social psychology and propose that consumers’ preference formation can be systematically affected by whether they focus more on alignable differences or more on nonalignable differences of the options as a function of consumers’ involvement with the task. The results of 3 experiments show that preference judgment favors alignable differences over nonalignable differences in a low‐motivation condition. In contrast, high motivation to process information enables consumers to increase their use of nonalignable differences in preference formation, which can result in a preference reversal relative to the low‐motivation condition. The results suggest that a preference reversal occurs when the nonalignable differences of the target option are superior to both the nonalignable differences and the alignable differences of the reference option. However, the reversal does not occur when the nonalignable differences of the target option are superior only to the nonalignable differences of the reference option. Theoretical and managerial implications relating to differentiation, positioning, and communication strategies for innovative brands are discussed.     

形状-性别内隐联结及其对消费者形状偏好的影响

本文探讨了形状与性别之间的内隐联结及其对消费者形状偏好的影响。通过4个实验, 作者发现形状与性别之间存在内隐联结, 即圆润的形状与女性更相关, 而有棱角的形状与男性更相关。这一内隐联结被拓展到品牌感知上, 导致品牌的性别形象影响消费者对圆形或棱角形产品的偏好, 而感知匹配度在其中起中介作用。这些研究发现进一步丰富了现有关于形状偏好以及形状象征意义的文献, 并对视觉营销中的形状设计提供了重要的实践指导。     

Symbolic Sequence Effects on Consumers’ Judgments of Truth for Brand Claims

We introduce symbolic sequence effects—the consequences of whether the sequence of the initial letters of a pair of words (e.g., a word representing a putative cause and another word representing a putative effect) conforms to the structure of symbolic sequences that are stored in the mind as overlearned natural language traces (“natural sequence”). We synthesize insights from psychophysics as well as numerical and natural language symbolic representations to demonstrate that consumers are able to unconsciously perceive the mere sequence of symbols contained in a brand claim, and that this sequence information influences judgments of truth. Across three experiments, we showed that when a brand claim is structured in a way that is consistent with the natural sequence of symbols (“A causes B” rather than “B causes A”), people experience feelings of sequential fluency, which in turn influences judgments of truth. This occurs despite the inability of participants to attribute the true source of the feelings. Our results suggest that carefully designed brand claims are likely to benefit from this natural sequencing. These findings provide important contributions to the literatures on processing fluency, branding, and advertising. These findings also have sobering societal implications and warn that fake news might be more persuasive if the perpetrators understand symbolic sequencing techniques.     

The Prevalence of Metacognitive Routes to Judgment

Metacognitive routes to judgment may be taken more often than suggested by Schwarz (2004). First, judgments that appear to be consistent with a systematic processing account may be based on higher order metacognitive theories. Specifically, individuals’ inferential judgments based on naive theories about retrieval ease may be interpreted to be potentially biased, resulting in an adjustment in the opposite direction of the initial judgment to correct for the bias. Second, whereas favorable attitudes may reflect the positive experience of processing fluency, favorable attitudes may also reflect naive theories at work. When the target (e.g., brand name, logo, etc.) can be more easily processed, the hedonic experience of processing fluency gives rise to more favorable attitudes toward the target. However, when information about the target (e.g., an ad highlighting benefits of the brand) can be more easily processed, individuals may interpret the experience of processing fluency based on naive theory and attribute the experience to the information being more persuasive, resulting in more favorable attitudes toward the target.     

I Don't Like You Because You're Hard to Understand: The Role of Processing Fluency in the Language Attitudes Process

Two experiments examined the effects of processing fluency—that is, the ease with which speech is processed—on language attitudes toward native‐ and foreign‐accented speech. Participants listened to an audio recording of a story read in either a Standard American English (SAE) or Punjabi English (PE) accent. They heard the recording either free of noise or mixed with background white noise of various intensity levels. Listeners attributed more solidarity (but equal status) to the SAE than the PE accent. Compared to quieter listening conditions, noisier conditions reduced processing fluency, elicited a more negative affective reaction, and resulted in more negative language attitudes. Processing fluency and affect mediated the effects of noise on language attitudes. Theoretical, methodological, and practical implications are discussed.     

Consumer responses to brand elimination: An attributional perspective

While research on innovation and new product development abounds in the literature, studies on firms deleting brands from their portfolio are virtually non-existent. This paper provides a pioneering examination of how brand elimination might influence consumer evaluations of the firm. As compared to a widely-held belief that brand elimination would adversely affect firm image, we propose that in situations where brand elimination can be viewed as the firm's effort to improve performance, consumers will rate this action favorably, with concomitant outcomes relating to firm evaluation. These ideas are supported in three studies. Study 1 finds that elimination targeting a weak (vs. strong) brand is more likely to be associated with eliminate-to-improve attributions, and consequently, more favorable evaluations. Study 2 shows that explanations provided by the firm (as against explanations generated internally by the consumers) help consumers make positive attributions for elimination targeting a strong brand, but lower evaluations when a weak brand is being eliminated. Study 3 establishes that loyal consumers are more likely to assess the applicability of an ‘eliminate-to-improve’ attribution and give favorable evaluations only when the eliminated brand is weak. Non-loyal consumers in general respond favorably to the elimination, regardless of brand strength. Future directions for brand elimination research are discussed.     

质量还是价格?折衷产品缺货情境下的消费者选择

基于情境效应和决策冲突理论, 通过三个实验探讨折衷产品选项的不可得如何影响消费者对余下可得产品的偏好。研究结果表明, 折衷商品不可得对余下商品的吸引力呈现非对称性的影响。以质量和价格产品属性的购买情境为例, 中等价格中等质量商品的不可得将显著提升低价格商品的吸引力(实验1), 其原因在于折衷方案不可得显著提高了消费者的决策冲突, 高水平的决策冲突导致决策者偏好具有确定性优势的选项, 规避优势存在模糊性的选项。随着质量属性模糊性的降低(提供专家评价, 实验2; 消费者专业知识较强, 实验3)或提高(质量存在波动范围, 实验2), 折衷商品不可得效应相应减弱或加强。     

The fluency of social hierarchy: the ease with which hierarchical relationships are seen, remembered, learned, and liked

We tested the hypothesis that social hierarchies are fluent social stimuli; that is, they are processed more easily and therefore liked better than less hierarchical stimuli. In Study 1, pairs of people in a hierarchy based on facial dominance were identified faster than pairs of people equal in their facial dominance. In Study 2, a diagram representing hierarchy was memorized more quickly than a diagram representing equality or a comparison diagram. This faster processing led the hierarchy diagram to be liked more than the equality diagram. In Study 3, participants were best able to learn a set of relationships that represented hierarchy (asymmetry of power)--compared to relationships in which there was asymmetry of friendliness, or compared to relationships in which there was symmetry--and this processing ease led them to like the hierarchy the most. In Study 4, participants found it easier to make decisions about a company that was more hierarchical and thus thought the hierarchical organization had more positive qualities. In Study 5, familiarity as a basis for the fluency of hierarchy was demonstrated by showing greater fluency for male than female hierarchies. This study also showed that when social relationships are difficult to learn, people's preference for hierarchy increases. Taken together, these results suggest one reason people might like hierarchies--hierarchies are easy to process. This fluency for social hierarchies might contribute to the construction and maintenance of hierarchies.     

加工越流畅越美？——抽象艺术作品审美加工探秘

研究探讨审美加工的心理机制。基于愉悦流畅模型假设作品的内容易得度、清晰度、美丽度会通过影响加工流畅性进而影响审美偏好。研究包括两个实验,实验1以分类任务为实验程序记录被试对内容易得度、清晰度、美丽度不同的绘画的识别反应时,实验2请被试对实验一呈现过的绘画进行偏好评价。研究结果证明抽象审美加工与知觉识别同时进行。内容易得度、清晰度和美丽度显著影响作品的加工流畅性。加工流畅性和偏好评价显著正相关.     

The Influence of Task Difficulty on Context Effect - Compromise and Attraction Effects

Research in psychology finds strong context effects in consumer behavior and help consumer make up their mind from choice set when none of each option better than the others in all aspects. Context effect signifies that when evaluating a focal option, individuals take into consideration characteristics of other comparative alternatives rather than only the features of that focal alternative, complicating the decision-making process. The compromise effect and attraction effect (known together as context effect) explain the underlying motivations that cause consumers to choose the middle option and introduce an inferior option to make the originally dominated option more preferable. But past research on this domain has predominantly used an easy-to-count choice scenario (refers to the ease of using individual’s math skill on comparative attributes in the choice task) which is not ideally existed in real world situation. In real world purchasing situations, most of the time consumers become confused by a variety of products presented with irregular pricing, packaging or attributes which are apparently difficult to compare by math skill. This paper aim to examine “When the level of difficulty changed while processing the comparative task on the context of a choice set, how does this influence the resultant occurrence of context effect?” Results from four experiments demonstrate that both compromise and attraction effects decreased when the choice task become more difficult.     

空间距离与产品属性对消费者选择偏好的影响*

通过两个实验检验空间距离如何影响消费者选择偏好。实验一中,产品与消费者之间的空间距离不影响他们对不可匹配属性更优产品的偏好。实验二中,两种产品之间的空间距离与产品属性交互作用影响了消费者的选择偏好,使他们在两产品之间空间距离远时比近时更偏好不可匹配属性更优产品。两种不同类型的空间距离对消费者选择偏好的影响是不同的。强调两产品之间的空间距离远,会影响消费者在选择过程中对不可匹配属性的使用。     

Prototypes are attractive because they are easy on the mind

People tend to prefer highly prototypical stimuli--a phenomenon referred to as the beauty-in-averageness effect. A common explanation of this effect proposes that prototypicality signals mate value. Here we present three experiments testing whether prototypicality preference results from more general mechanisms-fluent processing of prototypes and preference for fluently processed stimuli. In two experiments, participants categorized and rated the attractiveness of random-dot patterns (Experiment 1) or common geometric patterns (Experiment 2) that varied in levels of prototypicality. In both experiments, prototypicality was a predictor of both fluency (categorization speed) and attractiveness. Critically, fluency mediated the effect of prototypicality on attractiveness, although some effect of prototypicality remained when fluency was controlled. The findings were the same whether or not participants explicitly considered the pattern's categorical membership, and whether or not categorization fluency was salient when they rated attractiveness. Experiment 3, using the psychophysiological technique of facial electromyography, confirmed that viewing abstract prototypes elicits quick positive affective reactions.     

叠音品牌名称对消费者知觉和态度的影响

品牌名称是重要的品牌资产, 在传递品牌价值、构建品牌形象和凸显品牌特征的过程中起到关键作用。以往研究发现, 品牌名称的语义特征和语音特征(元音、辅音)都会对消费者知觉和态度产生影响, 但少有研究考察叠音这种语音结构特征的作用。从婴儿图式的角度, 考察叠音品牌名称对消费者知觉和态度的影响, 并检验其作用机制和边界。具体内容包括：(1)考察叠音品牌名称对消费者品牌知觉(物理特征知觉、心理特征知觉)及其消费者态度的影响及其作用机制。(2)检验内部语音特征和外部线索特征在叠音品牌名称与消费者知觉之间的调节作用。(3)检验产品类型特征和消费者特征在叠音品牌名称和消费者态度之间的调节作用。