Dogs on the Street, Pumas on Your Feet: How Cues in the Environment Influence Product Evaluation and Choice

Journal Article (Journal Article)

Little empirical research has examined the implicit effects of environmental cues on consumer behavior. Across six studies using a combination of field and laboratory methods, the authors find that products are more accessible, evaluated more favorably, and chosen more frequently when the surrounding environment contains more perceptually or conceptually related cues. The findings highlight the impact of frequent—in addition to recent—priming in shaping product evaluation and choice: More frequent exposure to perceptually or conceptually related cues increases product accessibility and makes the product easier to process. In turn, this increased accessibility influences product evaluation and choice, which are found to vary directly with the frequency of exposure to conceptually related cues. These results support the hypothesis that conceptual priming effects can have a strong impact on real-world consumer judgments.

Full Text

Duke Authors

Cited Authors

  • Berger, J; Fitzsimons, G

Published Date

  • February 1, 2008

Published In

Volume / Issue

  • 45 / 1

Start / End Page

  • 1 - 14

Electronic International Standard Serial Number (EISSN)

  • 1547-7193

International Standard Serial Number (ISSN)

  • 0022-2437

Digital Object Identifier (DOI)

  • 10.1509/jmkr.45.1.001

Citation Source

  • Scopus