Of Frog Wines and Frowning Watches: Semantic Priming, Perceptual Fluency, and Brand Evaluation
AbstractThree experiments show that semantic primes can enhance perceptual fluency, resulting in higher liking of the perceived product. Specifically, semantic primes that cue the visual identifier of one of two products (e.g., a bottle of wine with a frog shown on the label) increase preference of the prime-compatible target over another target (e.g., a wine without a frog on the label). This is observed even when exposure to the target is limited to levels associated with perceptual encoding of the target (experiment 1). Semantic priming of constructs compatible with perceptual features of the target increases liking of the target (experiments 2 and 3), and increased liking of the target is mediated by the target's increased visual appeal (experiment 3). (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 34 (2008)
Issue (Month): 6 (October)
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.