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
Share Proceeding
Featured papers
See MoreFeatured
Communicating a Promise of Change: Visual Steps Enhance Process Imagery
Luca Cian, University of Virginia, USA
aradhna krishna, University of Michigan, USA
Chiara Longoni, Boston University, USA
Featured
Competition and Trust in Economic Exchange: Biology, the Environment, and Self-Consciousness Matter
Richard P. Bagozzi, University of Michigan, USA
Jason Stornelli, Oregon State University, USA
Willem Verbeke, Erasmus University Rotterdam, The Netherlands
Benjamin E. Bagozzi, University of Delaware, USA
Avik Chakrabarti, University of Wisconsin - Milwaukee, USA
Tiffany Vu, University of Michigan, USA
Featured
Scope Insensitivity in Debt Repayment
Daniel Mochon, Tulane University, USA
Nina Mazar, Boston University, USA
Dan Ariely, Duke University, USA