Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different"

Grinne M. Fitzsimons, Tanya L. Chartrand and Gavan J. Fitzsimons

Journal of Consumer Research, 2008, vol. 35, issue 1, 21-35

Abstract: 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. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2008
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