The Adaptiveness of Unconscious Brand-Attribute Associations

We investigate properties of brand-attribute associations formed unconsciously. We show that changing the valence of attributes that have become unconsciously associated with a brand can impact brand evaluations. Our findings also suggest that people adaptively apply the evaluative implications of unconscious brand associations, updating their evaluations according to situational appropriateness.


Maria Galli, Gerald Gorn, and Steven Sweldens (2014) ,"The Adaptiveness of Unconscious Brand-Attribute Associations", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 482-483.


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


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


Crossing Race and Markets: Introducing the Race in the Marketplace Research Network

Kevin D Thomas, University of Texas at Austin, USA
Sonya Grier, American University, USA
Guillaume D Johnson, Université Paris-Dauphine

Read More


M9. Exploring Historical Nostalgia and its Relevance to Consumer Research

Matthew Farmer, University of Arizona, USA
Caleb Warren, University of Arizona, USA

Read More


A7. Credible Critters: Source and Message Expectancy Violation and Influence on Perceived Trustworthiness and Credibility

Justin Graeber, University of Texas at Austin, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.