Does exposure to dogs (cows) increase the preference for Puma (the colour white)? Not always

Tripat Gill and Monica El Gamal

International Journal of Research in Marketing, 2014, vol. 31, issue 1, 125-126

Abstract: Recently, Berger, & Fitzsimons (2008) showed that conceptual fluency effects could spread to concepts sharing a second-level relation (e.g., priming “dog” can activate “cat,” which can increase the evaluation of the brand Puma). In three laboratory studies we found weak evidence for the above priming effects on related concepts. However, in a population sample, we did find evidence that repeated exposure to a prime is associated with preference for related brands and products.

Keywords: Conceptual fluency; Priming; Brand preference (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:31:y:2014:i:1:p:125-126

DOI: 10.1016/j.ijresmar.2013.12.002

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