Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different"
This article first examines whether brand exposure elicits automatic
behavioral effects as does exposure to social primes. Results support the
translation of these effects: participants primed with Apple logos behave
more creatively than IBM primed and controls; Disney-primed participants
behave more honestly than E!-primed participants and controls. Second,
this article investigates the hypothesis that exposure to goal-relevant
brands (i.e., those that represent a positively valenced characteristic)
elicits behavior that is goal directed in nature. Three experiments
demonstrate that the primed behavior showed typical goal-directed
qualities, including increased performance postdelay, decreased
performance postprogress, and moderation by motivation. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..
Fitzsimons, GM; Chartrand, TL; Fitzsimons, GJ
Journal of Consumer Research
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