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Article: Unconscious transfer of meaning to brands

TitleUnconscious transfer of meaning to brands
Authors
KeywordsAssociative learning
Semantic conditioning
Subliminal
Unconscious processing
Issue Date2011
PublisherElsevier 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?
AbstractWe 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 Identifierhttp://hdl.handle.net/10722/164760
ISSN
2015 Impact Factor: 2.009
2015 SCImago Journal Rankings: 2.973
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorGalli, Men_HK
dc.contributor.authorGorn, Gen_HK
dc.date.accessioned2012-09-20T08:09:06Z-
dc.date.available2012-09-20T08:09:06Z-
dc.date.issued2011en_HK
dc.identifier.citationJournal of Consumer Psychology, 2011, v. 21 n. 3, p. 215-225en_HK
dc.identifier.issn1057-7408en_HK
dc.identifier.urihttp://hdl.handle.net/10722/164760-
dc.description.abstractWe 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.languageengen_US
dc.publisherElsevier Inc.. The Journal's web site is located at http://www.elsevier.com/wps/find/journaldescription.cws_home/713950/description#descriptionen_HK
dc.relation.ispartofJournal of Consumer Psychologyen_HK
dc.subjectAssociative learningen_HK
dc.subjectSemantic conditioningen_HK
dc.subjectSubliminalen_HK
dc.subjectUnconscious processingen_HK
dc.titleUnconscious transfer of meaning to brandsen_HK
dc.typeArticleen_HK
dc.identifier.emailGorn, G: gorn@hku.hken_HK
dc.identifier.authorityGorn, G=rp01063en_HK
dc.description.naturelink_to_subscribed_fulltext-
dc.identifier.doi10.1016/j.jcps.2010.12.004en_HK
dc.identifier.scopuseid_2-s2.0-79958812732en_HK
dc.identifier.hkuros209867en_US
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-79958812732&selection=ref&src=s&origin=recordpageen_HK
dc.identifier.volume21en_HK
dc.identifier.issue3en_HK
dc.identifier.spage215en_HK
dc.identifier.epage225en_HK
dc.identifier.eissn1532-7663-
dc.identifier.isiWOS:000292340400001-
dc.publisher.placeUnited Statesen_HK
dc.identifier.scopusauthoridGorn, G=6603382918en_HK
dc.identifier.scopusauthoridGalli, M=39961233100en_HK
dc.identifier.citeulike9935516-

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