Revaluation of Nonconscious Brand-Attribute Associations and Its Effect on Brand Attitudes

Prior research showed that consumers may associate brands with attributes nonconsciously and that this may influence overt brand evaluations. The current paper investigates if a change in attribute valence (after nonconscious association-formation) influences brand evaluations, and whether there is (nonconcsious) “discrimination” in how the revised valence is used in evaluations.



Citation:

Maria Galli, Gerald J. Gorn, and Steven Sweldens (2013) ,"Revaluation of Nonconscious Brand-Attribute Associations and Its Effect on Brand Attitudes", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 170-170.

Authors

Maria Galli, Universitat Pompeu Fabra, Spain
Gerald J. Gorn, Hong Kong Polytechnic University, Hong Kong
Steven Sweldens, INSEAD, France



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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