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Although it is well-established that advertising can build awareness and stimulate product adoption, it is less clear how advertisements (or other secondhand information sources) interact with information from firsthand experiences to determine repurchase rates. While it is true that consumers rely heavily on their own personal experiences to form subsequent judgments, research in consumer psychology has also shown that advertising and other types of secondhand information (e.g., product reviews) can exert a surprising level of influence on post-consumption decision making. In this article, we discuss specific factors that may help marketers assess whether or not such information will impact consumer behavior.

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Mathew Isaac

Mathew Isaac

Seattle University

Mathew S. Isaac is an Associate Professor of Marketing in the Albers School of Business and Economics at Seattle University. His research focuses primarily on consumer judgment and decision-making, examining how contextual and motivational factors influence product...

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Morgan Poor

Morgan Poor

University of San Diego

Morgan Poor is an Assistant Professor of Marketing in the School of Business at the University of San Diego, where she teaches Introduction to Advertising and Promotion to undergraduate and graduate students. Her research focuses on sensory marketing and message framing...

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