12-D: the Impact of Brand Exposure on Perceived Goal Progress and Goal Satiation

Though prior research finds that exposure to a brand can activate brand-related goals, we show that brand exposure can satiate brand-related goals. Further, we show that goal satiation occurs because consumers who are susceptible to goal satiation also experience perceived progress towards achieving the brand-related goal.


Darlene Walsh and Francis Jarry (2017) ,"12-D: the Impact of Brand Exposure on Perceived Goal Progress and Goal Satiation ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1064-1064.


Darlene Walsh, Concordia University, Canada
Francis Jarry, Concordia University, Canada


NA - Advances in Consumer Research Volume 45 | 2017

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