Brand Perception and the Power of the Subconscious

Michele Fioroni and Garry Titterton

Chapter Chapter 14 in Brand Storming, 2009, pp 130-136 from Palgrave Macmillan

Abstract: Abstract There are a myriad of associations consumers can develop about a brand; these go far beyond their awareness and are activated following exposure to the brand, or its use. This means that some associations can indeed emerge in a specific context and remain submerged in another. In other words, the consumer tends to develop awareness of a brand both at a conscious and a subconscious level, reactivating that awareness from an area to which it has been “distanced” as the result of a precise stimulus.

Keywords: Implicit Knowledge; Implicit Association; Precise Stimulus; Advertising Message; Association Consumer (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23351-5_14

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DOI: 10.1007/978-0-230-23351-5_14

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