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
Accounting For Gains From Discounted Credit
Andong Cheng, University of Delaware, USA
Ernest Baskin, Yale University, USA
‘But Screw the Little People, Right?’ Case of the Commercialization of Reward-Based Crowdfunding
Natalia Drozdova, Norwegian School of Economics and Business Administration, Norway
E5. Volunteer Motivations for Direct versus Indirect Service
Abigail Schneider, Regis University
Eric Hamerman, Iona College