Of Frog Wines and Frowning Watches: Semantic Priming, Perceptual Fluency, and Brand Evaluation
Three 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..
Volume (Year): 34 (2008)
Issue (Month): 6 (October)
|Contact details of provider:|| |
When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:v:34:y:2008:i:6:p:819-831. See general 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: (Oxford University Press)
If references are entirely missing, you can add them using this form.