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

@article{Fitzsimons2008AutomaticEO,
  title={Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different"},
  author={G. Fitzsimons and T. Chartrand},
  journal={Journal of Consumer Research},
  year={2008},
  volume={35},
  pages={21-35}
}
  • G. Fitzsimons, T. Chartrand, G. Fitzsimons
  • Published 2008
  • Psychology
  • Journal of Consumer Research
  • 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… CONTINUE READING

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