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Revista Psicologia Organizações e Trabalho

On-line version ISSN 1984-6657


PEREZ-ACOSTA, Andrés M.. Influence of the number of competitors on preference of advertising stimuli. Rev. Psicol., Organ. Trab. [online]. 2008, vol.8, n.1, pp. 46-59. ISSN 1984-6657.

An experiment was carried out to test the influence of number of competitors on the preference of advertising stimuli. According to a cognitive-associacionist model developed by the author, to greater number of competing stimuli (advertising of other brands) smaller is the probability of recall and preference for a brand-stimulus. The preference for three novel brands (BUCK, BHUK and BOUK) of a fictitious product ("liquid for learning") was tested in a context of zero competitors (experimental group 1), one competitor (experimental group 2) and two competitors (experimental group 3). The preference data were corrected with an a priori bias, whose value was calculated from results of control group, which was not preexposed to any stimulus. The results partially sustain the predictions of the model, specially the obtained ones with experimental groups 1 and 2, in addition to the behavior of the brand BUCK throughout the three groups

Keywords : advertising; brands; preference; recall; interference.

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