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https://pdfs.semanticscholar.org/c833/7973f7fde0d642a5fc0d8910ca65adf77fe3.pdf
JOURNAL ARTICLE
Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You “Think Different”
Gráinne M. Fitzsimons, Tanya L. Chartrand and Gavan J. Fitzsimons
Journal of Consumer Research
Vol. 35, No. 1 (June 2008), pp. 21-35
Published by: Oxford University Press
DOI: 10.1086/527269
https://www.jstor.org/stable/10.1086/527269
Page Count: 15
Experiment 1 first investigates whether behavioral priming effects can translate from the social to the consumer domain, testing the hypothesis that brands can elicit automatic effects on behavior by examining how people behave after subliminal exposure to consumer brand logos. For a consumer brand of interest, we chose the Apple computer company. Apple has labored to cultivate a strong brand personality based on the ideas of nonconformity, innovation, and creativity. Advertising and marketing strategy have highlighted these associated characteristics with advertisements like the “Think Different” campaign. Although consumer creativity is an underresearched topic, it is a variable that is growing in interest for consumer researchers (Burroughs and Mick 2004; Moreau and Dahl 2005). Indeed, in this age of consumer-generated content—when product personalization and idiosyncratic consumer expression are at an all-time high—creativity is becoming more central to many consumption behaviors.
第二段说有一个research是屏幕上快速出现数字 然后间隔时间会显示品牌logo 表面是让人计算数字实际上是研究品牌的creativity对人潜意识的影响。第三段说然后让第二段参加research的人说brisk？的不同的用途
researcher在其中一组看数字的时候在里面穿插着放了一张creative brand的logo，但是放的是很小的，不会让人特别注意到，另外一组就放一张不那么creative的brand，实验结果发现数字中穿插了creative brand的那一组记下来的数字更
The experimenter explained that interested students could participate in a study to facilitate learning on that day’s (as yet unannounced) topic. After signing the consent form, participants viewed the priming task on the projected screen. On each trial, an asterisk appeared in the center of the screen, followed by a number (between one and 13) that appeared for a random interval of between 1,000 and 2,500 milliseconds. During presentation of the number, the stimulus and mask flashed in the center of the screen. Each flash consisted of a pattern mask presented for 80 milliseconds, the prime stimulus for 13 milliseconds, and a pattern mask for 80 milliseconds. The stimulus was of one of four Apple (or IBM) logos, each exposed 12 times in a random order, to provide a total exposure of 48 Apple (or IBM) logos. The logos were digital typographic images taken from online advertisements and company Web sites. To control confounding influences, the logos were matched for color use, size, and level of detail. Each included only the word Apple or IBM. Participants were asked to total a running sum of the numbers presented.
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发表于 2018-8-19 23:09:24
