Does Exposure to Dogs (Cows) Increase the Preference for Puma (the Color White)? Not Always

International Journal of Research in Marketing, Forthcoming

28 Pages Posted: 11 Dec 2013

See all articles by Tripat Gill

Tripat Gill

Wilfrid Laurier University - School of Business & Economics

Monica El Gamal

Wilfrid Laurier University - Department of Psychology

Date Written: December 10, 2013

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

Suggested Citation

Gill, Tripat and El Gamal, Monica, Does Exposure to Dogs (Cows) Increase the Preference for Puma (the Color White)? Not Always (December 10, 2013). International Journal of Research in Marketing, Forthcoming, Available at SSRN: https://ssrn.com/abstract=2366093

Tripat Gill (Contact Author)

Wilfrid Laurier University - School of Business & Economics ( email )

75 University Avenue
Waterloo, ONTARIO N2V 2Y4
Canada

HOME PAGE: http://tripatgill.ca/

Monica El Gamal

Wilfrid Laurier University - Department of Psychology ( email )

Canada

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