Priming Susceptibility: the Moderating Role of Self-Brand Connection on Nonconscious Priming Effects

Heather Johnson, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
This paper explores an important moderator of nonconscious priming effects: self-brand connection, a construct capturing personal relevance of brands. Findings from two experiments point to the moderating role of self-brand connection to both target and competing brands on nonconscious priming effects, suggesting that self-brand connection shields one from incidental encounters with environmental cues.
[ to cite ]:
Heather Johnson and Amna Kirmani (2011) ,"Priming Susceptibility: the Moderating Role of Self-Brand Connection on Nonconscious Priming Effects", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.