On the robustness of the brand positivity effect: Is impulsivity a moderator of overly favorable judgments and choices of focal options?

Abstract

Five experiments were conducted to explore trait impulsivity as a possible contributor to the magnitude of the Brand Positivity Effect, and to provide a more sophisticated empirical account of the role of selective processing in driving it than reported in prior research. Although the experiments considered very different choice categories including a product, a service, an experience, and a public good, data were convergent in several ways: (a) the Brand Positivity Effect in judgment, choice intention, and non‐hypothetical choice was replicated, (b) non‐intrusive process‐tracing methodology established that selective processing is related to the magnitude of the Brand Positivity Effect, and (c) the Brand Positivity Effect was demonstrated to be a robust phenomenon that is observed regardless of individuals' trait impulsivity.