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 Elprimed 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. © 2008 by JOURNAL OF CONSUMER RESEARCH, Inc.

Duke Scholars

Author Tanya L. Chartrand Fuqua School of Business

Author Gavan J. Fitzsimons Fuqua School of Business