R12. Brand Primes Can Satiate (Important) Consumer Goals

In Study 1, we show that exposure to a brand can satiate a previously primed brand-related goal. However, the satiating effect only occurs when the goal is important to the individual. In Study 2, we show that perceived goal progress can, in part, explain this effect.



Citation:

Darlene Walsh and Chunxiang Huang (2018) ,"R12. Brand Primes Can Satiate (Important) Consumer Goals", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 932-932.

Authors

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



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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