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
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: 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
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