Does Exposure to Dogs (Cows) Increase the Preference for Puma (the Color White)? Not Always
Wilfrid Laurier University - School of Business & Economics
Monica El Gamal
Wilfrid Laurier University - Department of Psychology
December 10, 2013
International Journal of Research in Marketing, Forthcoming
Recently, Berger & Fitzsimons (2008) showed that conceptual fluency effects could spread to concepts sharing a second-level relation (e.g., priming “dog” can activate “cat,” which can increase the evaluation of the brand Puma). In three laboratory studies we found weak evidence for the above priming effects on related concepts. However, in a population sample, we did find evidence that repeated exposure to a prime is associated with preference for related brands and products.
Number of Pages in PDF File: 28
Keywords: conceptual fluency, priming, brand preferenceAccepted Paper Series
Date posted: December 11, 2013
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