Retrieval Disruption in Collaborative Groups due to Brand Cues

Published: Mar 1, 2007
Abstract
This research examines the effect of brand cues on retrieval of target brands by individuals in collaborative (vs. noncollaborative) settings. We examine two theories, salience of the brand cue and retrieval-strategy disruption, as potential explanations. Two experiments show that brand cues lead to greater inhibition of target brands in a collaborative versus a noncollaborative setting. The theoretical contribution is the exposition of a...
Paper Details
Title
Retrieval Disruption in Collaborative Groups due to Brand Cues
Published Date
Mar 1, 2007
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