EconPapers    
Economics at your fingertips  
 

Of Frog Wines and Frowning Watches: Semantic Priming, Perceptual Fluency, and Brand Evaluation

Aparna A. Labroo, Ravi Dhar and Norbert Schwarz

Journal of Consumer Research, 2008, vol. 34, issue 6, 819-831

Abstract: 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..

Date: 2008
References: Add references at CitEc
Citations: View citations in EconPapers (21) 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.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

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 ().

 
Page updated 2021-06-15
Handle: RePEc:oup:jconrs:v:34:y:2008:i:6:p:819-831