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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
June 1, 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 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.

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Published In

Journal of Consumer Research

DOI

ISSN

0093-5301

Publication Date

June 1, 2008

Volume

35

Issue

1

Start / End Page

21 / 35

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1701 Psychology
  • 1506 Tourism
  • 1505 Marketing
 

Citation

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Chicago
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. https://doi.org/10.1086/527269
Fitzsimons, G. M., T. L. Chartrand, and G. J. Fitzsimons. “Automatic effects of brand exposure on motivated behavior: How Apple makes you "think different".” Journal of Consumer Research 35, no. 1 (June 1, 2008): 21–35. https://doi.org/10.1086/527269.
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 Jun 1;35(1):21–35.
Fitzsimons, G. 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, June 2008, pp. 21–35. Scopus, doi:10.1086/527269.
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 Jun 1;35(1):21–35.
Journal cover image

Published In

Journal of Consumer Research

DOI

ISSN

0093-5301

Publication Date

June 1, 2008

Volume

35

Issue

1

Start / End Page

21 / 35

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1701 Psychology
  • 1506 Tourism
  • 1505 Marketing