Decision Science News

Daily Archive February 17th, 2006

Recognition can be stronger than perception

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THE EFFECT OF BRAND RECOGNITION ON HOW WE BUY The recognition heuristic makes a prediction that in specific domains, recognized (previously-encountered) items will be chosen over unrecognzied (completely novel) items. Wayne D. Hoyer and Steven P. Brown ran studies in 1990 to see to what degree brand recognition affected consumer choice. They found two brands […]

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• February 2006

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