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EXPOSURE, RECALL, JUDGED FAVORABILITY, AND SALES: “MERE EXPOSURE” AND CONSUMER BEHAVIOR

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Abstract:

Although attitudinal effects of exposure have been demonstrated, previous reports of weak relationships between attitudes and behavior raise questions regarding the behavioral effects of exposure. Substantial positive correlations were found between an index of exposure to each U.S. President, probability of recalling the President in a free recall task, rated favorableness of attitude toward each, and number of Presidential decanters purchased in several grocery stores. Using multiple regression, however, only recall significantly predicted decanter sales (r = 0.81), while only the exposure index significantly predicted favorableness ratings (r = 0.75). Theoretical implications are discussed.

Document Type: Research Article

DOI: http://dx.doi.org/10.2224/sbp.1977.5.2.329

Publication date: January 1, 1977

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