We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Explaining the Familiarity-Liking Relationship: Mere Exposure, Information Availability, or Social Desirability?
- Authors
Rindfleisch, Aric; Inman, J. Jeffrey
- Abstract
A large and diverse body of marketing literature suggests that well-known brands enjoy several advantages compared to less familiar brands. Specifically, brands with higher levels of familiarity appear to achieve higher levels of liking or preference among both consumers and retailers. This familiarity-liking relationship has proven to be one of marketing's most robust and reproducible empirical generalizations. However, there remains a considerable amount of uncertainty as to the conditions under which this relationship arises. In this study, we identify, conceptualize, and empirically assess three alternative hypotheses of the familiarity-liking relationship: mere exposure, information availability, and social desirability. Our results suggest that social desirability is the most powerful of these three potential mechanisms underlying the familiarity-liking phenomenon.
- Subjects
BRAND name products; COMMERCIAL products; BRAND image; BRAND choice; CONSUMER behavior; MARKETING; RETAIL industry; BUSINESS names; CONSUMER attitudes
- Publication
Marketing Letters, 1998, Vol 9, Issue 1, p5
- ISSN
0923-0645
- Publication type
Article
- DOI
10.1023/A:1007958302123