Of Frog Wines and Frowning Watches: Semantic Priming, Perceptual Fluency, and Brand Evaluation
Aparna A. Labroo,
Ravi Dhar and
Journal of Consumer Research, 2008, vol. 34, issue 6, 819-831
Three experiments show that semantic primes can enhance perceptual fluency, resulting in higher liking of the perceived product. Specifically, semantic primes that cue the visual identifier of one of two products (e.g., a bottle of wine with a frog shown on the label) increase preference of the prime-compatible target over another target (e.g., a wine without a frog on the label). This is observed even when exposure to the target is limited to levels associated with perceptual encoding of the target (experiment 1). Semantic priming of constructs compatible with perceptual features of the target increases liking of the target (experiments 2 and 3), and increased liking of the target is mediated by the target's increased visual appeal (experiment 3). (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..
References: Add references at CitEc
Citations: View citations in EconPapers (13) Track citations by RSS feed
Downloads: (external link)
http://dx.doi.org/10.1086/523290 link to full text (text/html)
Access to full text is restricted to subscribers.
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:34:y:2008:i:6:p:819-831
Access Statistics for this article
More articles in Journal of Consumer Research from Oxford University Press
Bibliographic data for series maintained by Oxford University Press ().