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Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different"

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  • Grinne M. Fitzsimons
  • Tanya L. Chartrand
  • Gavan J. Fitzsimons
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    Abstract

    This article first examines whether brand exposure elicits automatic behavioral effects as does exposure to social primes. Results support the translation of these effects: participants primed with Apple logos behave more creatively than IBM primed and controls; Disney-primed participants behave more honestly than E!-primed participants and controls. Second, this article investigates the hypothesis that exposure to goal-relevant brands (i.e., those that represent a positively valenced characteristic) elicits behavior that is goal directed in nature. Three experiments demonstrate that the primed behavior showed typical goal-directed qualities, including increased performance postdelay, decreased performance postprogress, and moderation by motivation. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/527269
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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 35 (2008)
    Issue (Month): 1 (03)
    Pages: 21-35

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    Handle: RePEc:ucp:jconrs:v:35:y:2008:i:1:p:21-35

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Willems, Kim & Janssens, Wim & Swinnen, Gilbert & Brengman, Malaika & Streukens, Sandra & Vancauteren, Mark, 2012. "From Armani to Zara: Impression formation based on fashion store patronage," Journal of Business Research, Elsevier, vol. 65(10), pages 1487-1494.
    2. Rares MOCANU, 2013. "Brand Image as a Function of Self-Image and Self-Brand Connection," Management Dynamics in the Knowledge Economy Journal, College of Management, National University of Political Studies and Public Administration, vol. 1(3), pages 387-408, December.
    3. Chaykina, Taisiya & Guerreiro, Manuela & Mendes, JĂșlio, 2014. "Destination Brand Personality of Portugal for the Russian-Speaking Market," Journal of Spatial and Organizational Dynamics, CIEO-Research Centre for Spatial and Organizational Dynamics, University of Algarve, vol. 2(1), pages 23-40.
    4. Brasel, S. Adam, 2012. "How focused identities can help brands navigate a changing media landscape," Business Horizons, Elsevier, vol. 55(3), pages 283-291.

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