The consumer psychology of brands

Journal of Consumer Psychology

Volumn 22, Issue 1, 2012, Pages 7-17

  Schmitt, Bernd ^a  

^a The Sanford C Bernstein Co Center for Leadership and Ethics   (United States)

Author keywords

Brand; Brand experience; Brand extensions; Consumer psychology; Neuroscience

Indexed keywords

EID: 84857795601     PISSN: 10577408     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jcps.2011.09.005     Document Type: Article

References (129)

1. Aaker D. Managing brand equity: Capitalizing on the value of a brand name 1991, The Free Press, New York.
2. Aaker D. Building strong brands 1996, The Free Press, New York.
3. Aaker J.L. Dimensions of brand personality. Journal of Marketing Research 1997, 34:447-356.
4. Aaker J.L. The malleable self: The role of self-expression in persuasion. Journal of Marketing Research 1999, 36:45-57.
5. Aaker D. Brand portfolio strategy 2004, The Free Press, New York.
6. Aaker J., Benet-Martínez V., Garolera J. Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Psychology 2001, 81:492-508.
7. Aaker J.L., Fournier S., Brasel S.A. When good brands do bad. Journal of Consumer Research 2004, 31:1-16.
8. Aaker D.A., Keller K.L. Consumer evaluations of brand extensions. Journal of Marketing 1990, 54:27-41.
9. Adaval R. How good gets better and bad gets worse: Understanding the impact of affect on evaluations of known brands. The Journal of Consumer Research 2003, 30:352-367.
10. Agarwal M.K., Rao V.R. An empirical comparison of consumer-based measures of brand equity. Marketing Letters 1996, 3:237-247.
11. Aggarwal P. The effects of brand relationship norms on consumer attitudes and behavior. The Journal of Consumer Research 2004, 30:87-101.
12. Aggarwal P., Law S. Role of relationship norms in processing brand information. Journal of Consumer Research 2005, 32:453-464.
13. Aggarwal P., McGill A.L. Is this car smiling at me? Schema congruity as basis for evaluating anthropomorphized products. Journal of Consumer Research 2007, 34:468-479.
14. Akaoui J. Brand experience on the pitch: How the sponsors fared in the World Cup. Journal of Advertising Research 2007, 47:147-157.
15. Alba J.W., Chattopadhyay A. Effects of context and part-category cues on recall of competing brands. Journal of Marketing Research 1985, 22:340-349.
16. Alba J.W., Hutchinson W.J., Lynch J. Memory and decision making. Handbook of Consumer Behavior 1991, 1-49. Englewood Cliffs, NJ. T.S. Robertson, H.H. Kassarijian (Eds.).
17. Algesheimer R., Dholakia U.M., Herrmann A. The social influence of brand community: Evidence from European car clubs. Journal of Marketing 2005, 69:19-34.
18. Algom D., Cain W.S. Remembered odors and mental mixtures: Tapping reservoirs of olfactory knowledge. Journal of Experimental Psychology. Human Perception and Performance 1991, 17:1104-1119.
19. Anderson N.H. Foundations of information integration theory 1981, Academic Press, San Diego, CA.
20. Andrade E.B., Cohen J.B. On the consumption of negative feelings. Journal of Consumer Research 2007, 34:283-300.
21. Arnould E.J. Animating the big middle. Journal of Retailing 2005, 81(2):89-96.
22. Bagozzi R.P., Dholakia U.M. Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing 2006, 23:45-61.
23. Barone M.J. The interactive effects of mood and involvement on brand extension evaluations. Journal of Consumer Psychology 2005, 15:263-270.
24. Barone M.J., Miniard P.W., Romeo J.B. The influence of positive mood on brand extension evaluations. The Journal of Consumer Research 2000, 26:340-357.
25. Bayus B.L. Crowdsourcing and individual creativity over time: The detrimental effects of past success. Working Paper Series 2010.
26. Bottomley P.A., Holden S.J.S. Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Journal of Marketing Research 2001, 38:494-500.
27. Boush D.M., Loken B. A process-tracing study of brand extension evaluation. Journal of Marketing Research 1991, 28:16-28.
28. Bowlby J. The making and breaking of affectional bonds 1979, Tavistock, London.
29. Brakus J.Josko, Schmitt B.H., Zarantonello L. Brand experience: What is it? How is it measured? Does it affect loyalty?. Journal of Marketing 2009, 73:52-68.
30. Bridges S., Keller K.L., Sood S. Communication strategies for brand extensions: Enhancing perceived fit by establishing explanatory links. Journal of Advertising 2000, 29:1-11.
31. Broniarczyk S.M., Alba J.W. The importance of the brand in brand extension. Journal of Marketing Research 1994, 31:214-228.
32. Calvert G.A., Spence C., Stein B.E. The handbook of multisensory processes 2004, MIT Press, Cambridge, MA.
33. Caprara G.V., Barbaranelli C., Guido G. Brand personality: How to make the metaphor fit?. Journal of Economic Psychology 2001, 22:377-395.
34. Carroll B.A., Ahuvia A.C. Some antecedents and outcomes of brand love. Marketing Letters 2006, 17:79-89.
35. Chaplin L.N., Roedder John D. The development of self-brand connections in children and adolescents. Journal of Consumer Research 2005, 32:119-129.
36. Chaudhuri A., Holbrook M.B. The chain of effects from brand trust and brand affect to brand performance: The Role of Brand Loyalty. Journal of Marketing 2001, 65:81-93.
37. Delgado-B E., Munuera-Aleman J.L., Yagoe-Guillin M.J. Development and validation of a brand trust scale. International Journal of Market Research 2003, 45:335-353.
38. Dimofte C.V., Yalch R.F. The mere association effect and brand evaluations. Journal of Consumer Psychology 2011, 21:24-37.
39. Erdem T., Swait J. Brand equity as a signaling phenomenon. Journal of Consumer Psychology 1998, 7:131-157.
40. Escalas J.E. Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology 2004, 14:168-179.
41. Esch F.-R., Möll T., Schmitt B., Elger C., Neuhaus C., Weber B. Brands on the brain: Do consumers use declarative information or experienced emotions to evaluate brands?. Journal of Consumer Psychology 2012, 22:75-85. this issue.
42. Farquhar P.H., Herr P.M. The dual structure of brand associations. Brand equity & advertising: Advertising's role in building strong brands 1993, 263-279. Laurence Erlbaum Associates, Hillsdale, NJ. D.A. Aaker, A.L. Biel (Eds.).
43. Fedorikhin A., Park C.W., Thomson M. Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions. Journal of Consumer Psychology 2008, 18(4):281-291.
44. Fournier S. Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research 1998, 24:343-373.
45. Fournier S., Yao J.L. Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. International Journal of Research in Marketing 1997, 14(5):451-472.
46. Gawronski B., Bodenhausen G.V. Associative and propositional processes in evaluation: An integrative review of implicit and explicit attitude change. Psychological Bulletin 2006, 132:692-731.
47. Geuens M., Weijters B., De Wulf K. A new measure of brand personality. International Journal of Research in Marketing 2009, 26:97-107.
48. Geylani T., Ter Hofstede F., Inman J. Image reinforcement or impairment: The effects of co-branding on attribute uncertainty. McCombs Working Paper No. MKT-01-05 2005.
49. Gobé M. Emotional branding: The new paradigm for connecting brands to people 2001, Allworth Press.
50. Goldstein N.J., Cialdini R.B. The spyglass self: A model of vicarious self-perception. Journal of Personality and Social Psychology 2007, 92(3):402-417.
51. Graeff T.R. Consumption situations and the effects of brand image on consumers' brand evaluations. Psychology and Marketing 1997, 14:49-70.
52. Grewal D., Kavanoor S., Fern E.F., Costley C., Barnes J. Comparative versus noncomparative advertising: A meta-analysis. The Journal of Marketing 1997, 61:1-15.
53. Grossman R.P., Till B.D. The persistence of classically conditioned brand attitudes. Journal of Advertising 1998, 27:23-31.
54. Hazan C., Shaver P.R. Attachment as an organizational framework for research on close relationships. Psychological Inquiry 1994, 5:1-22.
55. Herr P.M., Farquhar P.H., Fazio R.H. Impact of dominance and relatedness on brand extensions. Journal of Consumer Psychology 1996, 5:135-159.
56. Hoffman D., Fodor M. Can you measure the ROI of your social media marketing?. MIT Sloan Management Review 2010, 52(1).
57. Holt D.B. How brands become icons: The principles of cultural branding 2004, Harvard Business Press, Cambridge.
58. Hoyer W.D., Brown S.P. Effects of brand awareness on choice for a common, repeat-purchase product. The Journal of Consumer Research 1990, 17:141-148.
59. Hubbard T.L. Memory psychophysics. Psychological Research 1994, 56:237-250.
60. Hubert M., Kenning P. A current overview of consumer neuroscience. Journal of Consumer Behaviour 2008, 7:272-292.
61. Janiszewski C., van Osselaer S.M.J. A connectionist model of brand-quality associations. Journal of Marketing Research 2000, 37:331-350.
62. Keller K.L. Memory factors in advertising: The effect of advertising retrieval cues on brand evaluations. The Journal of Consumer Research 1987, 14:316-333.
63. Keller K.L. Conceptualizing, measuring, and managing consumer-based brand equity. Journal of Marketing 1993, 57:1-22.
64. Keller K.L. Branding and brand equity. Handbook of Marketing 2002, 151-178. Sage Publications, London. B. Weitz, R. Wensley (Eds.).
65. Keller K.L. Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research 2003, 29:595-600.
66. Keller K.L., Aaker D.A. The effects of sequential introduction of brand extensions. Journal of Marketing Research 1992, 29:35-50.
67. Keller K.L., Lehman D.R. Brands and branding: Research findings and future priorities. Marketing Science 2006, 25:740-759.
68. Kirmani A. The self and the brand. Journal of Consumer of Business 2009, 19:271-275.
69. Koenigs M., Tranel D. Prefrontal cortex damage abolishes brand-cued changes in cola preference. Social Cognitive and Affective Neuroscience 2008, 3:1-6.
70. Kreuzbauer R., Malter A.J. Embodied cognition and new product design: Changing product form to influence brand categorization. Journal of Product Innovation Management 2005, 22:165-176.
71. Leclerc F., Schmitt B.H., Dubé L. Foreign branding and its effects on product perceptions and attitudes. Journal of Marketing Research 1994, 31:264-270.
72. Lowrey T.M., Shrum L.J., Dubitsky T.M. The Relation between brand-name linguistic characteristics and brand-name memory. Journal of Advertising 2003, 32:7-17.
73. Lynch J.G., Srull T.K. Memory and attentional factors in consumer choice: Concepts and research methods. Journal of Consumer Research 1982, 9:18-37.
74. MacKenzie S.B., Lutz R.J., Belch G.E. The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research 1986, 23:130-143.
75. Maheswaran D., Mackie D.M., Chaiken S. Brand name as a heuristic cue: The effects of task importance and expectancy confirmation on consumer judgments. Journal of Consumer Psychology 1992, 1:317-336.
76. Maoz E., Tybout A.M. The moderating role of involvement and differentiation in the evaluation of brand extensions. Journal of Consumer Psychology 2002, 119-131.
77. Markus H. Self-schemata and processing information about the self. Journal of Personality and Social Psychology 1977, 35:63-78.
78. Markus H. Self-knowledge: An expanded view. Journal of Personality 1983, 51:543-565.
79. Markus H., Sentis K. The self in social information processing. Psychological perspectives on the self 1982, 41-70. Edbaum, Hillsdale, NJ. J. Suls (Ed.).
80. McAlexander J.H., Schouten J.W., Koenig H.J. Building brand community. Journal of Marketing 2002, 66:38-54.
81. McClure S.M., Li J., Tomlin D., Cypert K.S., Montague L.M., Montague P.R. Neural correlates of behavioral preference for culturally familiar drinks. Neuron 2004, 44:379-387.
82. McCrae R.R., Costa P.T. Personality trait structure as a human universal. American Psychologist 1997, 52:509-516.
83. Mick D.G. Consumer research and semiotics: Exploring the morphology of signs, symbols and significance. Journal of Consumer Research 1986, 13:196-214.
84. Milberg S.J., Park C.W., McCarthy M.S. Managing negative feedback effects associated with brand extensions: The impact of alternative branding strategies. Journal of Consumer Psychology 1997, 6:119-140.
85. Milberg S.J., Sinn F., Goodstein R.C. Consumer reactions to brand extensions in a competitive context: Does fit still matter?. Journal of Consumer Research 2010, 37:543-553.
86. Mitchell A.A., Olson J.C. Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Journal of Marketing Research 1981, 18:318-332.
87. Monga A.B., John D.R. What makes brands elastic? The influence of brand concept and styles of thinking on brand extension evaluation. Journal of Marketing 2010, 74:80-92.
88. Morrin M. The impact of brand extensions on parent brand memory structures and retrieval processes. Journal of Marketing Research 1999, 36:517-525.
89. Morrin M., Ratneshwar S. Does it make sense to use scents to enhance brand memory. Journal of Marketing Research 2003, 40:10-25.
90. Moscovici S., Markova I. Presenting social representations: A conversation. Culture and Psychology 1998, 4:371-410.
91. Muniz A.M., O'Guinn T.C. Brand community. The Journal of Consumer Research 2001, 27:412-432.
92. Nedungadi P. Recall and consumer consideration sets: Influencing choice without altering brand evaluations. Journal of Consumer Research 1990, 17:263-276.
93. Ng S., Houston M.J. Exemplars or beliefs? The impact of self-view on the nature and relative influence of brand associations. Journal of Consumer Research 2006, 32:519-529.
94. Park C.W., Jaworski B.J., MacInnis D.J. Strategic brand concept-image management. Journal of Marketing 1986, 50:135-145.
95. Park C.W., MacInnis D.J. What's in and what's out: Questions on the boundaries of the attitude construct. Journal of Consumer Research 2006, 33:16-18.
96. Park C.W., MacInnis D.J., Priester J., Eisingerich A.B., Iacobucci D. Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing 2010, 74:1-17.
97. Park C.S., Srinivasan V. A survey-based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research 1994, 31:271-288.
98. Pham M.T. Ideals and oughts and the reliance on affect versus substance in persuasion. The Journal of Consumer Research 2004, 30:503-518.
99. Pine J., Gilmore J. The experience economy 1999, Harvard Business School Press, Boston.
100. Pullig C., Simmons C.J., Netemeyer R.G. Brand dilution: When do new brands hurt existing brands?. Journal of Marketing 2006, 70:52-66.
101. Ramanathan S., Williams P. Immediate and delayed emotional consequences of indulgence: The moderating influence of personality type on mixed emotions. Journal of Consumer Research 2007, 34:212-223.
102. Ratnayake N., Broderick A.J., Mitchell R.L.C. A neurocognitive approach to brand memory. Journal of Marketing Management 2010, 26:1295-1318.
103. Rindfleisch A., Burroughs J., Wong N. The safety of objects: materialism, existential insecurity and brand connection. Journal of Consumer Research 2009, 36:1-16.
104. Roedder John D.R., Loken B., Kim K., Monga A.B. Brand concept maps: A methodology for identifying brand association networks. Journal of Marketing Research 2006, 43:549-563.
105. Schaefer M. Neuroeconomics: In search of the neural representation of brand. Progress in Brain Research 2009, 178:241-252.
106. Schmitt B. Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands 1999, The Free Press, New York.
107. Schmitt B. Customer experience management: A revolutionary approach to connecting with your customers 2003, John Wiley & Sons, Hoboken, New Jersey.
108. Schmitt B.H., Tavassoli N.T., Millard R.T. Memory for print ads: Understanding relations among brand name, copy, and picture. Journal of Consumer Psychology 1993, 2:55-81.
109. Schwarz N. Feelings as information: Informational and motivational functions of affective states. Handbook of motivation and cognition: Foundations of social behavior 1990, Vol. 2:527-561. Guilford Press, New York.
110. Sen S. The effects of brand name suggestiveness and decision goal on the development of brand knowledge. Journal of Consumer Psychology 1999, 8:431-455.
111. Shapiro S., Spence M.T. Factors affecting encoding, retrieval, and alignment of sensory attributes in a memory based brand choice task. Journal of Consumer Research 2002, 28:603-617.
112. Sheinin D.A., Schmitt B.H. Extending brands with new product concepts; The role of category attribute congruity, brand affect, and brand breadth. Journal of Business Research 1994, 31:1-10.
113. Shiv B., Bechara A., Levin I., Alba J., Bettman J., Dubé L., et al. Decision neuroscience. Marketing Letters 2005, 16:375-386.
114. Simonin B.L., Ruth J.A. Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research 1998, 35:30-42.
115. Smith C.A., Ellsworth P.C. Patterns of cognitive appraisal in emotion. Journal of Personality and Social Psychology 1985, 48:813-838.
116. Sood S., Dreze X. Brand extensions of experiential goods: Movie sequel evaluations. Journal of Consumer Research 2006, 33:352-360.
117. Spence C. Crossmodal attention. Scholarpedia 2010, 5:6309.
118. Sprott D.E., Czellar S., Spangenberg E. The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing Research 2009, 46:92-104.
119. Swaminathan V., Page K.L., Gürhan-Canli Z. My' brand or 'our' brand: The effects of brand rrelationship dimensions and self-construal on brand evaluations. Journal of Consumer Research 2007, 34(August):248-259.
120. Tavassoli N.T. Color memory and evaluations for alphabetical and logographic brand names. Journal of Experimental Psychology. Applied 2001, 7:104-111.
121. Thomson M., MacInnis D.J., Park W.C. The ties that bind: Measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology 2005, 15(1):77-91.
122. Trinke S.J., Bartholomew K. Hierarchies of attachment relationships in young adulthood. Journal of Social and Personal Relationships 1997, 15:603-625.
123. Weiss R.S. Loss and recovery. Journal of Social Issues 1988, 44:37-52.
124. Woodside A.G., Sood S., Miller K.E. When consumers and brands talk: Storytelling theory and research in psychology and marketing. Psychology and Marketing 2008, 25:97-145.
125. Yoon C., Gutchess A.H., Feinberg F., Polk T.A. A functional magnetic resonance imaging study of neural dissociations between brand and person judgments. Journal of Consumer Research 2006, 33:31-40.
126. Yorkston E., Menon G. A sound idea: Phonetic effects of brand names on consumer judgments. The Journal of Consumer Research 2004, 31:43-51.
127. Zampini M., Spence C. The role of auditory cues in modulating the perceived crispness and staleness of potato chips. Journal of Sensory Studies 2004, 19:347-363.
128. Zeithaml V.A. Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing 1988, 52:2-22.
129. Zhang S., Schmitt B.H. Creating local brands in multilingual international marketing. Journal of Marketing Research 2001, 38:313-325.