2008
DOI: 10.1086/527269
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Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You “Think Different”

Abstract: This article first examines whether brand exposure elicits automatic behavioral effects as does exposure to social primes. Results support the translation of these effects: participants primed with Apple logos behave more creatively than IBM primed and controls; Disney-primed participants behave more honestly than E!primed participants and controls. Second, this article investigates the hypothesis that exposure to goal-relevant brands (i.e., those that represent a positively valenced characteristic) elicits be… Show more

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Cited by 362 publications
(271 citation statements)
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“…Consistent with this idea, previous research by Fitzsimons et al (2008) found that being primed with the logo of Apple increased both the motivation to be creative and actual creative behaviors. According to the active-self model, this prime-to-behavior effect is driven by the activation of the concept creative in one's active self-concept, due to the exposure to the Apple logo.…”
Section: Implications For Research On the Selfsupporting
confidence: 64%
“…Consistent with this idea, previous research by Fitzsimons et al (2008) found that being primed with the logo of Apple increased both the motivation to be creative and actual creative behaviors. According to the active-self model, this prime-to-behavior effect is driven by the activation of the concept creative in one's active self-concept, due to the exposure to the Apple logo.…”
Section: Implications For Research On the Selfsupporting
confidence: 64%
“…Because there are likely to be clear differences in the associative networks surrounding credit card payments and cash payments, we conclude that attention to dramatically different informational inputs can be induced through a straightforward priming mechanism involving credit cards or cash (Bargh 2006;Fitzsimons, Chartrand, and Fitzsimons 2008). This activation of different associations in memory biases the processing of subsequently encountered stimuli in predictable ways (Bodenhausen 1988;Darley and Gross 1983).…”
Section: Conceptualizationmentioning
confidence: 84%
“…We recommend researchers interested in studying awareness to consult the original publications for more in-depth discussion of the different criteria. Here we will exemplify these criteria by considering the use of funneled debriefing protocols, one of the most frequently used methods to assess awareness of a priming procedure (e.g., Chartrand et al 2008;Dalton and Huang 2014;Fitzsimons, Chartrand, and Fitzsimons 2008;Laran, Janiszewski, and Salerno 2016;Sweldens, van Osselaer, and Janiszewski 2010;Tuk et al 2009;Wheeler and Berger 2007). Typically, a series of questions of increasing specificity is presented, ranging, for example, from "please guess the real purpose of the study," over "did you see a connection between the first and second part of this session," to "did you see a connection between the words in the first task?…”
Section: Operationalization Via Measurement: Four Criteria For Measurmentioning
confidence: 99%
“…Popular approaches to ensure information has been presented 'without awareness' include presenting critical information in a hidden format, for example by mixing target words in between filler items in scrambled sentence tasks or word search puzzles (e.g., Laran et al 2016;Tuk et al 2009) or by presenting information subliminally (e.g., Chartrand et al 2008;Dedonder et al, 2014;Fitzsimons et al 2008;Galli and Gorn 2011;Stahl et al 2016). …”
Section: Operationalization Via Experimental Manipulationmentioning
confidence: 99%