Does exposure to dogs (cows) increase the preference for Puma (the colour white)? Not always

• Autores: Tripat Gill, Monica El Gamal
• Localización: International journal of research in marketing, ISSN 0167-8116, Vol. 31, Nº 1, 2014, págs. 125-126
• Idioma: inglés
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• Resumen

  • 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.