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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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