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

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