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

Author

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

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..

Suggested Citation

  • Grinne M. Fitzsimons & Tanya L. Chartrand & Gavan J. Fitzsimons, 2008. "Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different"," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(1), pages 21-35, March.
    • Handle: RePEc:oup:jconrs:v:35:y:2008:i:1:p:21-35
    DOI: 10.1086/527269
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