Advertising Strategies to Increase Usage Frequency

Journal of Marketing (1996): 31-46

16 Pages Posted: 2 Aug 2014

See all articles by Brian Wansink

Brian Wansink

Retired

Michael L. Ray

Stanford Graduate School of Business

Date Written: January 1, 2006

Abstract

Interest has been shifting from how consumers choose brands to how they use brands. The authors focus on how advertising can best encourage consumers to use a mature brand in a new situation. They develop a schema congruity framework that integrates comparison advertising with substitution-in-use research. The framework suggests that situation comparison ads favorably affect usage attitudes, but have no advantage over product comparison ads in enhancing a person's ability to recall the target brand in the target situation. They authors' empirical study shows increases in brand usage. The authors conclude with implications for brand managers and researchers.

Suggested Citation

Wansink, Brian and Ray, Michael L., Advertising Strategies to Increase Usage Frequency (January 1, 2006). Journal of Marketing (1996): 31-46, Available at SSRN: https://ssrn.com/abstract=2474829

Brian Wansink (Contact Author)

Retired ( email )

607-319-0123 (Phone)

Michael L. Ray

Stanford Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

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