The Change You Didn’T See Coming: Nonconscious Consequences of Dynamic Transference in Consumer Contexts

James Mourey, DePaul University, USA
Ryan Elder, Brigham Young University, USA
Four studies demonstrate that subtle exposure to change–whether increasing/decreasing the size of consumer products or the color saturation of print advertisements and television commercials–systematically bolsters participants’ subsequent subjective ratings (e.g., product liking, willingness-to-pay), relative to control participants, without the participants’ conscious awareness of the exposure to subtle change.
[ to cite ]:
James Mourey and Ryan Elder (2013) ,"The Change You Didn’T See Coming: Nonconscious Consequences of Dynamic Transference in Consumer Contexts", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.