Abstract

http://ssrn.com/abstract=2366093
 


 



Does Exposure to Dogs (Cows) Increase the Preference for Puma (the Color White)? Not Always


Tripat Gill


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

Abstract:     
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 preference

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Date posted: December 11, 2013  

Suggested Citation

Gill, Tripat and El Gamal, Monica, Does Exposure to Dogs (Cows) Increase the Preference for Puma (the Color White)? Not Always (December 10, 2013). International Journal of Research in Marketing, Forthcoming. Available at SSRN: http://ssrn.com/abstract=2366093

Contact Information

Tripat Gill (Contact Author)
Wilfrid Laurier University - School of Business & Economics ( email )
75 University Avenue
Waterloo, ONTARIO N2V 2Y4
Canada
HOME PAGE: http://www.wlu.ca/homepage.php?grp_id=12730&ct_id=3209&f_id=1822
Monica El Gamal
Wilfrid Laurier University - Department of Psychology ( email )
Canada
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