The Brand Positivity Effect: When Evaluation Confers Preference

Journal of Consumer Research, Inc., Vol. 31, December 2004

Posted: 17 Aug 2011

See all articles by Steven S. Posavac

Steven S. Posavac

Vanderbilt University - Marketing

David M. Sanbonmatsu

University of Utah - Department of Psychology

Frank R. Kardes

University of Cincinnati - Department of Marketing

Gavan J. Fitzsimons

Duke University - Fuqua School of Business

Multiple version iconThere are 2 versions of this paper

Date Written: 2004

Abstract

One of the most common forms of consumer judgment is singular evaluation: the evaluation or appraisal of singular brands. Three experiments show that singular evaluation is often characterized by a brand positivity effect—brands tend to be evaluated more positively than warranted when judged in isolation. In addition to demonstrating how the brand positivity effect may bias consumer judgments of and choice intention regarding products in very different categories, we demonstrate how the brand positivity effect influences real consumer choice in a mall intercept study. Finally, we provide evidence that selective processing of brand information underlies the brand positivity effect.

Suggested Citation

Posavac, Steven S. and Sanbonmatsu, David M. and Kardes, Frank R. and Fitzsimons, Gavan J., The Brand Positivity Effect: When Evaluation Confers Preference (2004). Journal of Consumer Research, Inc., Vol. 31, December 2004, Available at SSRN: https://ssrn.com/abstract=1911274

Steven S. Posavac (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States
615-322-0456 (Phone)

David M. Sanbonmatsu

University of Utah - Department of Psychology ( email )

702 Social And Behavioral Science Building
380 South 1530 East, Room 502
Salt Lake City, UT 84112 -025
United States
(801) 581-8505 (Phone)
(801) 581-8505 (Fax)

Frank R. Kardes

University of Cincinnati - Department of Marketing ( email )

United States

Gavan J. Fitzsimons

Duke University - Fuqua School of Business ( email )

Box 90120
Durham, NC 27708-0120
United States

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