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
Associative versus Relational Processing: The Role of Elaboration in Evaluative Conditioning
Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA
“It’s Not You, It’s Me”: How Corporate Social Responsibility Decreases Customer Citizenship Behavior
Sofia Batista Ferraz, EAESP-FGV
Andres Rodriguez Veloso, University of São Paulo, Brazil
Diogo Hildebrand, Baruch College, USA
F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance
Wided Batat, American University Beirut