Brands and Desire: Implicit Brand Processing Biases Incidental Decision-Making

This study examined whether implicit brand processing can impact on decision-making for incidental rewards. Findings indicated a bias towards impulsive choices of incidental rewards following subconscious brand logo exposure. Findings of the study were linked with the effect of a generalized affective-motivation mechanism cued by favored brand exposure.



Citation:

Philip Harris and Carsten Murawski (2011) ,"Brands and Desire: Implicit Brand Processing Biases Incidental Decision-Making", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Philip Harris, University of Melbourne, Australlia
Carsten Murawski, The University of Melbourne, Australlia



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

I2. Can Skinnier Body Figure Signal Higher Self-Control, Integrity, and Social Status?

Trang Thanh Mai, University of Manitoba, Canada
Luming Wang, University of Manitoba, Canada
Olya Bullard, University of Winnipeg

Read More

Featured

R12. Brand Primes Can Satiate (Important) Consumer Goals

Darlene Walsh, Concordia University, Canada
Chunxiang Huang, Concordia University, Canada

Read More

Featured

A5. Trusting the Tweeting President: Inside the Donald's reality: Gaslighting, pschometrics and social media

Dianne Dean, University of Hull
Fiona Walkley, Hull University Business School
Robin Croft, Brunel 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.