Consumer Processing of Irrelevant Brand Associations

Claudiu Dimofte, Georgetown University, USA
Richard Yalch, University of Washington, USA
The associative network model of memory includes nodes (constructs) that share associations with a third (common) construct but are not themselves directly associated (mediated nodes). The present research proposes that automatic associations between such indirectly related nodes can be primed in a single exposure and this may be sufficient to alter subsequent concept evaluations. An implicit cognition measure is used to demonstrate the automatic transfer of properties (both cognitive evaluations and affective responses) from a common associative node to apparently unrelated objects. The effect is driven by individuals’ inability to suppress activated but irrelevant associations. Results also show that this implicit mere association effect is more likely for consumers familiar with the concepts involved and when these concepts are not directly associated explicitly.
[ to cite ]:
Claudiu Dimofte and Richard Yalch (2010) ,"Consumer Processing of Irrelevant Brand Associations", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 480-481 .