The Influence of Price Differences and Brand Familiarity on Brand Preferences

descriptionPublicationkeyboard_double_arrow_right Article 01 Jun 1976 English Publisher:Oxford University Press (OUP)Journal:Journal of Consumer Research, volume 3, page 42 (issn: 0093-5301, eissn: 1537-5277,

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Authors: Monroe, Kent B;

doi: 10.1086/208649

The Influence of Price Differences and Brand Familiarity on Brand Preferences

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Abstract

Using a complex experimental design, the effects of price and brand familiarity on brand preferences are examined. Results of the research suggest that changes in brand preferences are asymmetric, and that brand familiarity is a dominant cue. Also, a methodological finding questions the validity of forced-choice experiments.

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