Implicit and explicit evaluations: a declaration of dependence

Brendl, C. Miguel; Markman, Arthur B.; Messner, Claude (2003). Implicit and explicit evaluations: a declaration of dependence. In: Keller, Punam Anand; Rook, Dennis W. (eds.) Advances in Consumer Research 30 (pp. 152-153). Valdosta: Association for Consumer Research

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This section presents abstracts of three studies on how consumer choices can be influenced by the name letter effect of brands without decision makers being aware of this influence. The first paper examined whether making brand names similar to consumers' names increases the likelihood that consumers will choose the brand. One prediction is that people will prefer and be more likely to choose products or services whose names prominently feature the letters in their own first or last names. The results showed that subjects' preference rankings and evaluations of name letter matching brands were higher than those of non-name letter matching brands. The second paper tested the possibility of using subliminal priming to activate a concept that a persuasive communicator could take advantage of. To examine the idea, two experiments were presented. In the first experiment, participants' level of thirst were manipulated and then subliminally presented them with either thirst-related words or control words. While the manipulations had no effect on participants' self-reported, conscious ratings of thirst, there was a significant interactive effect of the two factors on how much of the drink provided in the taste test was consumed. In a second, follow up experiment, thirsty participants were subliminally presented with either thirst-related words or control words after which they viewed advertisements for two new sports beverages. In conclusion, the research demonstrates that under certain conditions, subliminal printing techniques can enhance persuasion. The third paper hypothesized that the lack of correlations between implicit and explicit evaluations is due to measurement error.

Item Type:

Book Section (Book Chapter)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Consumer Behavior

UniBE Contributor:

Messner, Claude Mathias

Subjects:

600 Technology > 650 Management & public relations
300 Social sciences, sociology & anthropology > 330 Economics

ISSN:

0098-9258

Publisher:

Association for Consumer Research

Language:

English

Submitter:

Claude Mathias Messner

Date Deposited:

21 Aug 2014 16:26

Last Modified:

19 Feb 2019 13:40

Additional Information:

Es handelt sich um einen Beitrag, der unter dem Titel "Influence Attempts Beyond People's Awareness" erschienen ist.

BORIS DOI:

10.7892/boris.42561

URI:

https://boris.unibe.ch/id/eprint/42561

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