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Does exposure to dogs (cows) increase the preference for Puma (the colour white)? Not always

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  • Gill, Tripat
  • El Gamal, Monica

Abstract

Recently, Berger, & Fitzsimons (2008) showed that conceptual fluency effects could spread to concepts sharing a second-level relation (e.g., priming “dog” can activate “cat,” which can increase the evaluation of the brand Puma). In three laboratory studies we found weak evidence for the above priming effects on related concepts. However, in a population sample, we did find evidence that repeated exposure to a prime is associated with preference for related brands and products.

Suggested Citation

  • Gill, Tripat & El Gamal, Monica, 2014. "Does exposure to dogs (cows) increase the preference for Puma (the colour white)? Not always," International Journal of Research in Marketing, Elsevier, vol. 31(1), pages 125-126.
    • Handle: RePEc:eee:ijrema:v:31:y:2014:i:1:p:125-126
    DOI: 10.1016/j.ijresmar.2013.12.002
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    References listed on IDEAS

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    1. Nedungadi, Prakash, 1990. "Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 263-276, December.
    2. Derick F. Davis & Paul M. Herr, 2014. "From Bye to Buy: Homophones as a Phonological Route to Priming," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(6), pages 1063-1077.
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    Cited by:

    1. Maier, Erik & Dost, Florian, 2018. "The positive effect of contextual image backgrounds on fluency and liking," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 109-116.
    2. Kulczynski, Alicia & Ilicic, Jasmina & Baxter, Stacey M., 2017. "Pictures are grate! Examining the effectiveness of pictorial-based homophones on consumer judgments," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 286-301.
    3. Lynch, John G. & Bradlow, Eric T. & Huber, Joel C. & Lehmann, Donald R., 2015. "Reflections on the replication corner: In praise of conceptual replications," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 333-342.
    4. Maier, Erik, 2019. "Serial product evaluations online: A three-factor model of leadership, fluency and tedium during product search," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 558-579.

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