The Adaptiveness of Unconscious Brand-Attribute Associations

Maria Galli, Universitat Pompeu Fabra, Spain
Gerald Gorn, Hong Kong Polytechnic University
Steven Sweldens, INSEAD, France
We investigate properties of brand-attribute associations formed unconsciously. We show that changing the valence of attributes that have become unconsciously associated with a brand can impact brand evaluations. Our findings also suggest that people adaptively apply the evaluative implications of unconscious brand associations, updating their evaluations according to situational appropriateness.
[ to cite ]:
Maria Galli, Gerald Gorn, and Steven Sweldens (2014) ,"The Adaptiveness of Unconscious Brand-Attribute Associations", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 482-483.