When Does Priming Cause Us to Value Or Devalue a Brand?

Amy Dalton, Hong Kong University of Science and Technology, Hong Kong, China
Gráinne Fitzsimons , University of Waterloo, Canada
Gavan Fitzsimons , Duke University, USA
Tanya Chartrand , Fuqua School of Business, Duke University, USA
Priming a mental construct can produce 2 independent evaluative biases: valuation, which enhances the attractiveness of products positively associated with the construct, and devaluation, which diminishes the attractiveness of products irrelevant to the construct. For instance, priming creativity boosts evaluations of Apple laptops, but hurts IBM and Dell laptops; priming morality boosts evaluations of Prius automobiles, but hurts Echo automobiles. These effects occur nonconsciously and can be based on tangible product attributes and brand names. Moreover, valuation occurs following either goal or semantic priming, while devaluation is unique to goal priming. Devaluation, therefore, is one way to disentangle goal-based from semantic priming.
[ to cite ]:
Amy Dalton, Gráinne Fitzsimons , Gavan Fitzsimons , and Tanya Chartrand (2010) ,"When Does Priming Cause Us to Value Or Devalue a Brand?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 45-48 .