TY - JOUR
AU - Fitzsimons, Gavan J.
AB - 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.
TI - Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You “Think Different”
JF - Journal of Consumer Research
DO - 10.1086/527269
DA - 2008-06-04
UR - https://www.deepdyve.com/lp/oxford-university-press/automatic-effects-of-brand-exposure-on-motivated-behavior-how-apple-M4aX4IzAnx
SP - 21
EP - 35
VL - 35
IS - 1
DP - DeepDyve
ER -