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- Publisher Website: 10.1016/j.jcps.2010.12.004
- Scopus: eid_2-s2.0-79958812732
- WOS: WOS:000292340400001
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Article: Unconscious transfer of meaning to brands
Title | Unconscious transfer of meaning to brands |
---|---|
Authors | |
Keywords | Associative learning Semantic conditioning Subliminal Unconscious processing |
Issue Date | 2011 |
Publisher | Elsevier Inc.. The Journal's web site is located at http://www.elsevier.com/wps/find/journaldescription.cws_home/713950/description#description |
Citation | Journal of Consumer Psychology, 2011, v. 21 n. 3, p. 215-225 How to Cite? |
Abstract | We examine semantic conditioning in a consumer context. We subliminally paired neutral ideographs with attributes. In experiment 1, the ideographs served as primes during a lexical decision task and slowed down response times to target words with the opposite semantic meaning. In experiment 2, the ideographs served as brand names of beverages, and attitudinal responses to them were less favorable when the associated attributes were incongruent with existing schemas. These results showed that semantic conditioning (1) can occur unconsciously, (2) can have significant and meaningful consequences for brand evaluation, and (3) influences subsequent attitudinal responses via conceptual disfluency processes. © 2010 Society for Consumer Psychology. |
Persistent Identifier | http://hdl.handle.net/10722/164760 |
ISSN | 2023 Impact Factor: 4.0 2023 SCImago Journal Rankings: 3.531 |
ISI Accession Number ID | |
References |
DC Field | Value | Language |
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dc.contributor.author | Galli, M | en_HK |
dc.contributor.author | Gorn, G | en_HK |
dc.date.accessioned | 2012-09-20T08:09:06Z | - |
dc.date.available | 2012-09-20T08:09:06Z | - |
dc.date.issued | 2011 | en_HK |
dc.identifier.citation | Journal of Consumer Psychology, 2011, v. 21 n. 3, p. 215-225 | en_HK |
dc.identifier.issn | 1057-7408 | en_HK |
dc.identifier.uri | http://hdl.handle.net/10722/164760 | - |
dc.description.abstract | We examine semantic conditioning in a consumer context. We subliminally paired neutral ideographs with attributes. In experiment 1, the ideographs served as primes during a lexical decision task and slowed down response times to target words with the opposite semantic meaning. In experiment 2, the ideographs served as brand names of beverages, and attitudinal responses to them were less favorable when the associated attributes were incongruent with existing schemas. These results showed that semantic conditioning (1) can occur unconsciously, (2) can have significant and meaningful consequences for brand evaluation, and (3) influences subsequent attitudinal responses via conceptual disfluency processes. © 2010 Society for Consumer Psychology. | en_HK |
dc.language | eng | en_US |
dc.publisher | Elsevier Inc.. The Journal's web site is located at http://www.elsevier.com/wps/find/journaldescription.cws_home/713950/description#description | en_HK |
dc.relation.ispartof | Journal of Consumer Psychology | en_HK |
dc.subject | Associative learning | en_HK |
dc.subject | Semantic conditioning | en_HK |
dc.subject | Subliminal | en_HK |
dc.subject | Unconscious processing | en_HK |
dc.title | Unconscious transfer of meaning to brands | en_HK |
dc.type | Article | en_HK |
dc.identifier.email | Gorn, G: gorn@hku.hk | en_HK |
dc.identifier.authority | Gorn, G=rp01063 | en_HK |
dc.description.nature | link_to_subscribed_fulltext | - |
dc.identifier.doi | 10.1016/j.jcps.2010.12.004 | en_HK |
dc.identifier.scopus | eid_2-s2.0-79958812732 | en_HK |
dc.identifier.hkuros | 209867 | en_US |
dc.relation.references | http://www.scopus.com/mlt/select.url?eid=2-s2.0-79958812732&selection=ref&src=s&origin=recordpage | en_HK |
dc.identifier.volume | 21 | en_HK |
dc.identifier.issue | 3 | en_HK |
dc.identifier.spage | 215 | en_HK |
dc.identifier.epage | 225 | en_HK |
dc.identifier.eissn | 1532-7663 | - |
dc.identifier.isi | WOS:000292340400001 | - |
dc.publisher.place | United States | en_HK |
dc.identifier.scopusauthorid | Gorn, G=6603382918 | en_HK |
dc.identifier.scopusauthorid | Galli, M=39961233100 | en_HK |
dc.identifier.citeulike | 9935516 | - |
dc.identifier.issnl | 1057-7408 | - |