Editing Merchandising (section)

=== Silent persuasion ===
As promotional merchandise acquires a larger portion of companies' annual budgets, its appearance in the hands of unintended recipients increases. However, this has been found to generate a positive outcome for companies without any additional effort after producing the merchandise because of the concept of silent [[persuasion]]. The concept theorizes that even without the acknowledgement of the brand being promoted on the merchandise, the individual utilizing it is affected in their future actions as a consumer. Furthermore, a 2019 study found that the tactile usage of the products produced a greater response in consumers than a solely visual interaction with a product such as posters.<ref>{{Cite journal |last1=Kamleitner |first1=Bernadette |last2=Marckhgott |first2=Eva |date=2021-10-03 |title=Silent persuasion. Incidental use of promotional merchandise benefits unfamiliar brands |url=https://www.tandfonline.com/doi/full/10.1080/02650487.2020.1855823 |journal=International Journal of Advertising |language=en |volume=40 |issue=7 |pages=1135–1159 |doi=10.1080/02650487.2020.1855823 |s2cid=234258933 |issn=0265-0487|doi-access=free }}</ref> This study concluded that considering allotting a greater sum of money to smaller pieces of merchandising that promote a brand would benefit newer companies that have yet to become quickly recognizable.