What question did this study set out to answer?

To examine how brand credibility affects consumer consideration set formation and final brand choice under conditions of product uncertainty.

June 1, 2004Journal of Consumer Research

Brand Credibility, Brand Consideration, and Choice

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Authors

TETülin ErdemTisch Hospital JSJoffre Swait́Erasmus University Rotterdam

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Implication

Consumer research demonstrates how brand credibility influences consideration set formation and product choice, suggesting trust drives purchase decisions.

Key Points

To examine how brand credibility affects consumer consideration set formation and final brand choice under conditions of product uncertainty.
Formulated a two-stage consumer choice model integrating brand credibility, perceived risk, information search costs, and expected utility.
Empirically estimated the model parameters using consumer survey and choice data across multiple product categories.
Brand credibility increases the probability of inclusion in consumer consideration sets by lowering perceived risk and information gathering costs.
Higher brand credibility directly and indirectly enhances the likelihood of final brand choice across varying product categories.

Cite This Study

Erdem et al. (2004) studied this question.

synapsesocial.com/papers/69d6bb258dca315383ed8b2d https://doi.org/10.1086/383434

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Implication

Consumer research demonstrates how brand credibility influences consideration set formation and product choice, suggesting trust drives purchase decisions.

Brand Credibility, Brand Consideration, and Choice

Discussion

Member takes

Implication

Key Points

Cite This Study

Brand Credibility, Brand Consideration, and Choice

Discussion

Member takes

Implication

Key Points

Cite This Study

Also Consider

Also Consider