Why Coastal Dwellers May Prefer Tide: the Effects of Conceptually-Related Environmental Cues on Product Evaluation

Little empirical research has examined the implicit effects of environmental cues on consumer behavior. Across four studies using a combination of field and laboratory methods, the authors find that products are more accessible and evaluated more favorably, when the surrounding environment contains more conceptually-related cues. More frequent exposure to conceptually-related cues increases product accessibility and makes the product easier to process. This conceptual fluency, in turn, influences product evaluation and purchase likelihood, which vary directly with the frequency of exposure to conceptually-related cues. These results illustrate that conceptual priming effects can have a strong impact on real-world consumer judgments.


Jonah Berger and Grainne Fitzsimons (2009) ,"Why Coastal Dwellers May Prefer Tide: the Effects of Conceptually-Related Environmental Cues on Product Evaluation", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 168-171.


Jonah Berger, University of Pennsylvania, USA
Grainne Fitzsimons, University of Waterloo, Canada


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


J2. Consistence vs. Variety: The Effect of Temporal Orientation on Variety Seeking

YUAN ZHANG, Xiamen University
SHAOQING ZHANG, Quanzhou Normal University

Read More


Magical Anchors: Initial Focal Attention Drives the Direction and Content of Essence Transfer

Thomas Kramer, University of California Riverside, USA
Wenxia Guo, Acadia University
Zhilin Yang, City University of Hong Kong

Read More


J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship

Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University

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.