Unconscious transfer of meaning to brands

Galli, Maria; Gorn, Gerald J.

doi:10.1016/j.jcps.2010.12.004

Cited by 42 publications

(36 citation statements)

References 33 publications

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“…However, research investigating celebrity meaning transfer is relatively scarce. It only started a few years ago, resulting in a limited number of effect sizes that could be obtained (k = 9; Galli and Gorn 2011). Though the existing studies suggest strong transfer effects, further research is needed, also specifying boundary conditions (e.g., brand familiarity, *Miller and Allen 2012).…”

Section: Understudied Dependent Variablesmentioning

confidence: 99%

The effectiveness of celebrity endorsements: a meta-analysis

Knoll

Matthes

2016

J. of the Acad. Mark. Sci.

414

307

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Celebrities frequently endorse products, brands, political candidates, or health campaigns. We investigated the effectiveness of such endorsements by meta-analyzing 46 studies published until April 2016 involving 10,357 participants. Applying multilevel meta-analysis, we analyzed celebrity endorsements in the context of for-profit and non-profit marketing. Findings revealed strong positive and negative effects when theoretically relevant moderators were included in the analysis. The most positive attitudinal effect appeared for male actors who match well with an implicitly endorsed object (d = .90). The most negative effect was found for female models not matching well with an explicitly endorsed object (d = −.96). Furthermore, celebrity endorsements performed worse compared to endorsements of quality seals, awards, or endorser brands. No publication bias was detected. The study has theoretical and practical implications, and provides an agenda for future research.

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Section: Understudied Dependent Variablesmentioning

confidence: 99%

The effectiveness of celebrity endorsements: a meta-analysis

Knoll

Matthes

2016

J. of the Acad. Mark. Sci.

414

307

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“…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%

“…Hence, subliminal presentations should always be accompanied by sensitive measures of detection thresholds, so potentially aware participants can be excluded or the presentation times can be individually adjusted (Holender 1986). Such combined approaches are still rare in consumer research; we would like to highlight Galli and Gorn (2011) While a combined approach can in principle offer strong evidence for unconscious processes, it should be noted that failures to find evidence (i.e., null effects) for unconscious processes via subliminal presentations need to be interpreted with caution. We agree with WP and Evans (2014) that this might be a case where unfair standards of evidence are imposed on demonstrations of unconscious thought processes.…”

Section: Operationalization Via Experimental Manipulationmentioning

confidence: 99%

How to Study Consciousness in Consumer Research, A Commentary on Williams and Poehlman

Sweldens

Tuk

Hütter

2017

Journal of Consumer Research

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Consumer research can benefit greatly from more insight in unconscious processes underlying behavior. Williams and Poehlman's effort at more clearly conceptualizing consciousness and call for more research provides a welcome stimulus in this regard. At the same time, providing evidence for unconscious causation is fraught with methodological difficulties. We outline why it is vital to uphold standards of evidence for claims regarding unconscious processes, as it is precisely a lack of rigor on this front which has generated a countermovement by researchers sceptical of dual process models in general and unconscious processes in particular. We contend that the sceptics have offered valid causes for concern, which we leverage to formulate six concrete recommendations for future research on consciousness. Researchers should (1) specify the process level at which they claim evidence for unconscious processes, (2) not confuse unconscious influences with unconscious processes, (3) carefully choose between different operational definitions of awareness, (4) maximally satisfy four criteria for awareness measures, and (5) complement measurement with experimental manipulations of awareness. Finally, we recommend to (6) refrain from hard claims about unconscious causation that transcend the limitations of the evidence, recognizing that consciousness is a continuous construct. Author NoteSteven Sweldens is associate professor of marketing at the Rotterdam School of Management, Erasmus University, Burgemeester Oudlaan 50, 3000 DR Rotterdam, The Netherlands (sweldens@rsm.nl) and distinguished research fellow at INSEAD. Mirjam A. Tuk is assistant professor of marketing at Imperial College Business School, Imperial College London, Exhibition Road, London, SW7 2AZ, UK (m.tuk@imperial.ac.uk) and visiting professor at the Rotterdam School of Management, Erasmus University. Mandy Hütter is junior professor of social psychology at the Eberhard Karls Universität Tübingen, Fachbereich Psychologie, Schleichstr. 4, 72076 Tübingen, Germany (mandy.huetter@uni-tuebingen.de). 2To better understand, aid and protect consumers, it is imperative to have an accurate understanding of unconscious drivers of behavior. We therefore welcome Williams and Poehlman's (2016) effort to stimulate and more clearly conceptualize the study of consciousness in consumer research. Past research on consciousness has struggled with two major stumbling blocks. First, it is difficult to provide an accurate definition of consciousness, not least because we do not really know how the experience of consciousness originates. As a consequence, there has been much variation in how conscious versus unconscious processing have been defined and operationalized in past research. We believe Williams and Poehlman (WP) have made important progress here by restricting the definition of consciousness to awareness, highlighting its functions and distinguishing it from other features of automaticity. Second, even when researchers agree on a definition (e.g., "awareness"),...

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“…that already possess valued associations in the hope that these associations will transfer to the new brand (Keller, 2003). In the context of brand alliances, research shows such transfers between partners do not appear to require in-depth deliberation (Galli and Gorn, 2011) and can result in positive (Park, Milberg and Lawson, 1991) or negative (Voltolato and Unnava, 2006) associations. Associative network models assume that partnerships between brands disproportionally affect the less-known brand since it is relatively empty of associations and is primed to receive them from an established brand (Levin and Levin, 2000, Washburn, Till and Priluck, 2000).…”

Section: Brand Alliancesmentioning

confidence: 99%

The added value of brand alliances in higher education

Kalafatis

Ledden

Riley

et al. 2016

Journal of Business Research

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This study examines perceptions of brand alliances, in the form of dual degrees, between UK universities. Signalling theory and attitude accessibility are applied to test for evidence of added value of dual degrees bearing the names of two universities compared to single degrees. The results support the main hypothesis that perceptions of added value of a dual degree initiated by a high (low) ranked context university decline (increase) in line with the ranking of a lower (higher) rank partner university. The findings reveal interaction effects between the rank position of the initiating university and the evaluation criteria. Name-order effects explain the higher perceived value of a dual degree between high-and-low ranked universities compared to a dual degree between low-andhigh ranked universities. In addition to being the first study to examine brand alliances in the UK HE domain, the study makes a number of contributions to the general brand alliance literature and provides managerial guidelines.

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Unconscious transfer of meaning to brands

Cited by 42 publications

References 33 publications

The effectiveness of celebrity endorsements: a meta-analysis

The effectiveness of celebrity endorsements: a meta-analysis

How to Study Consciousness in Consumer Research, A Commentary on Williams and Poehlman

The added value of brand alliances in higher education

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