| Resumo: | In this work we examine the interaction between brand and direct experience on product evaluation.Specifically, we selected two products (perfume and paper) whose intrinsic quality can be inferreddirectly through sensory experience (i.e., scent and writing experience, respectively). Results fromone field and one laboratorial experiment showed that brand impacts the perception of a product,overriding the information offered by direct sensory experience with the product. Importantly, thiswas more likely to occur in processing conditions that induce low elaboration (e.g., low motivation).We further discuss how these results contribute to understand the effect as supported by having brandas a heuristic or promoting a belief that is able to bias our perceptions.
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