When Does Priming Cause Us to Value Or Devalue a Brand?

Priming a mental construct can produce 2 independent evaluative biases: valuation, which enhances the attractiveness of products positively associated with the construct, and devaluation, which diminishes the attractiveness of products irrelevant to the construct. For instance, priming creativity boosts evaluations of Apple laptops, but hurts IBM and Dell laptops; priming morality boosts evaluations of Prius automobiles, but hurts Echo automobiles. These effects occur nonconsciously and can be based on tangible product attributes and brand names. Moreover, valuation occurs following either goal or semantic priming, while devaluation is unique to goal priming. Devaluation, therefore, is one way to disentangle goal-based from semantic priming.


Amy Dalton, Gráinne Fitzsimons , Gavan Fitzsimons , and Tanya Chartrand (2010) ,"When Does Priming Cause Us to Value Or Devalue a Brand?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 45-48 .


Amy Dalton, Hong Kong University of Science and Technology, Hong Kong, China
Gráinne Fitzsimons , University of Waterloo, Canada
Gavan Fitzsimons , Duke University, USA
Tanya Chartrand , Fuqua School of Business, Duke University, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


The Subjective Value of Popularity: A Neural Account of Socially Informed Functional Value and Social Value

Robert Goedegebure, Wageningen University, The Netherlands
Irene Tijssen, Wageningen University, The Netherlands
Nynke van der Laan, University of Amsterdam
Hans van Trijp, Wageningen University, The Netherlands

Read More


The Ritualistic Dimension of Microlending

Domen Bajde, University of Southern Denmark, Denmark
Pilar Silveira Rojas Gaviria, Pontificia Universidad Católica de Chile

Read More


Narrow Algorithmic Searches Perpetuate Bias

Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, 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.