How Environmental Cues Influence Product Evaluation and Choice

51 Pages Posted: 30 Mar 2007

See all articles by Jonah A. Berger

Jonah A. Berger

University of Pennsylvania - Marketing Department

Grainne Fitzsimons

University of Waterloo

Date Written: January 1, 2007

Abstract

Little empirical research has examined the implicit effects of environmental cues on consumer behavior. Across six studies using a combination of field and laboratory methods, the authors find that products are more accessible, evaluated more favorably, and chosen more frequently when the surrounding environment contains more perceptually- or conceptually-related cues. The findings highlight the impact of frequent - in addition to recent -priming in shaping product evaluation and choice: More frequent exposure to perceptually- or conceptually-related cues increases product accessibility and makes the product easier to process. This increased accessibility, in turn, influences product evaluation and choice, which are found to vary directly with the frequency of exposure to conceptually-related cues. These results support the hypothesis that conceptual priming effects can have strong impact on real-world consumer judgments.

Keywords: Environmental Cues, Consumer Choice, Evaluation, Fluency

JEL Classification: M31

Suggested Citation

Berger, Jonah A. and Fitzsimons, Grainne, How Environmental Cues Influence Product Evaluation and Choice (January 1, 2007). Available at SSRN: https://ssrn.com/abstract=977087 or http://dx.doi.org/10.2139/ssrn.977087

Jonah A. Berger (Contact Author)

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

Grainne Fitzsimons

University of Waterloo ( email )

Waterloo, Ontario N2L 3G1
Canada

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