The Curious Case of Behavioral Backlash: Why Brands Produce Priming Effects and Slogans Produce Reverse Priming Effects

  title={The Curious Case of Behavioral Backlash: Why Brands Produce Priming Effects and Slogans Produce Reverse Priming Effects},
  author={Juliano Laran and Amy N. Dalton and Eduardo B. Andrade},
  journal={Journal of Consumer Research},
Five experiments demonstrate that brands cause priming effects (i.e., behavioral effects consistent with those implied by the brand), whereas slogans cause reverse priming effects (i.e., behavioral effects opposite to those implied by the slogan). For instance, exposure to the retailer brand name “Walmart,” typically associated with saving money, reduces subsequent spending, whereas exposure to the Walmart slogan, “Save money. Live better,” increases it. Slogans cause reverse priming effects… Expand

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