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Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different"

Publication ,  Journal Article
Fitzsimons, GM; Chartrand, TL; Fitzsimons, GJ
Published in: Journal of Consumer Research
March 2008

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..

Duke Scholars

Published In

Journal of Consumer Research

Publication Date

March 2008

Volume

35

Issue

1

Start / End Page

21 / 35

Related Subject Headings

  • Marketing
  • 1701 Psychology
  • 1506 Tourism
  • 1505 Marketing
 

Citation

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ICMJE
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Fitzsimons, G. M., Chartrand, T. L., & Fitzsimons, G. J. (2008). Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different". Journal of Consumer Research, 35(1), 21–35.
Fitzsimons, Grinne M., Tanya L. Chartrand, and Gavan J. Fitzsimons. “Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different".” Journal of Consumer Research 35, no. 1 (March 2008): 21–35.
Fitzsimons GM, Chartrand TL, Fitzsimons GJ. Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different". Journal of Consumer Research. 2008 Mar;35(1):21–35.
Fitzsimons, Grinne M., et al. “Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different".” Journal of Consumer Research, vol. 35, no. 1, Mar. 2008, pp. 21–35.
Fitzsimons GM, Chartrand TL, Fitzsimons GJ. Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different". Journal of Consumer Research. 2008 Mar;35(1):21–35.

Published In

Journal of Consumer Research

Publication Date

March 2008

Volume

35

Issue

1

Start / End Page

21 / 35

Related Subject Headings

  • Marketing
  • 1701 Psychology
  • 1506 Tourism
  • 1505 Marketing