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.
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.
Darlene Walsh, Concordia University, Canada
Chunxiang Huang, Concordia University, Canada
NA - Advances in Consumer Research Volume 46 | 2018
M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities
Richard Kedzior, Bucknell University
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Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, USA
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Joshua I Morris, Stanford University, USA
Szu-chi Huang, Stanford University, USA
Christopher Bechler, Stanford University, USA