Erevelles, Sunil; Horton, Veronica
September 1998
Journal of Marketing Management (10711988);Fall/Winter1998, Vol. 8 Issue 2, p103
Academic Journal
This research examines the role played by affect in the recall inhibition of competing brands in a product category. The results indicate that the affective component of overall brand attitudes has a greater ability to inhibit the recall of competing brands in a category than the evaluative component. This suggests that the affective component may play a greater role in brand accessibility than the evaluative component. From a methodological viewpoint, the recall inhibition effect is proposed as a useful method to study brand affect without forcing subjects into cognitive memory processes.


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