The Curious Case of Behavioral Backlash: Nonconscious Reactance to Marketing Slogans

Juliano Laran, University of Miami, USA
Amy Dalton, Hong Kong University of Science and Technology, Hong Kong, China
Eduardo Andrade, University of California at Berkeley, USA
Marketers rely on an impressive arsenal of persuasion tools, including brands and slogans, in their attempts to influence consumer spending. Consumers know that these tools exist to persuade them, but nevertheless perceive that the persuasive intent of brands is negligible and that of slogans is great. Consequently, while priming with brands produces prime-consistent behavior, priming with slogans produces prime-inconsistent behavior – a behavioral backlash. The behavioral backlash against slogans can increase or decrease spending, depending on the slogan’s message (to incite saving or spending money). Moreover, supraliminal and subliminal priming techniques establish that consumer backlash against slogans occurs without conscious intention or awareness.
[ to cite ]:
Juliano Laran, Amy Dalton, and Eduardo Andrade (2010) ,"The Curious Case of Behavioral Backlash: Nonconscious Reactance to Marketing Slogans", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 259-262 .