The Effect Of Branding On Consumer Choice

Topics: Brand, Eye tracking, Branding Pages: 28 (7335 words) Published: August 18, 2015
The Effect of Branding on
Consumer Choice
Original Research Report
Dr Jane Leighton - Mountainview Learning
Dr Geoff Bird - University College London

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Contents
Executive Summary ......................................................................................................... 3 Full Report ........................................................................................................................ 4 Background ...................................................................................................................... 4 - Aims ................................................................................................................................. 5 - Attention ........................................................................................................................... 5 - Recognition ...................................................................................................................... 5 Methodology ..................................................................................................................... 6 - Participants ...................................................................................................................... 6 - Stimuli .............................................................................................................................. 6 - Procedure - attention ....................................................................................................... 7 - Procedure - recognition ................................................................................................... 7 Results

i. The impact of reduced branding on consumer choice .................................................. 8 ii. The impact of increased non-branded information on consumer choice ..................... 11 iii. The impact of copycat branding on consumer choice ................................................. 13 Conclusions ................................................................................................................... 17 Appendix 1 - Questionnaire data ................................................................................. 19 Appendix 2 - Stimuli ...................................................................................................... 22 Appendix 3 - Methodological details ........................................................................... 23 Appendix 4 - Why use these methodologies .............................................................. 25 References ..................................................................................................................... 27

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Executive Summary
Branding on packaging acts as an important cue to guide consumer choice in the retail environment. From a psychological perspective, branding on packaging serves two important purposes, crucial to decision making:

1) It guides consumersʼ attention, drawing attention to certain brands. 2) It allows consumers to recognise and find familiar brands. The purpose of the present study was to investigate the impact branding has on these processes, and therefore consumer choice. The role of branding was examined in three specific areas:

i. The impact of reduced branding on consumer choice. When branding on packaging is reduced, how does this influence decision making?
ii. The impact of increased non-branded information on consumer choice. What effect does non-branded information, such as nutritional information, have on decisions? iii. The impact of copycat branding on consumer choice. When a brand is perceptually similar to another, well established brand, how does this effect decision making? In order to answer these questions, eye tracking and visual search tasks were employed to measure attention and recognition, in a scientifically validated and rigorous manner. Key findings are described below:

i. The impact of reduced branding on consumer choice
The...

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