Between Two Brands: A Goal Fluency Account of Brand Evaluation

Journal of Marketing Research - Tập 43 Số 3 - Trang 374-385 - 2006
Aparna A. Labroo1, Angela Y. Lee2
1Graduate School of Business, University of Chicago
2Kellogg School of Management, Northwestern University

Tóm tắt

The authors present the results of two studies that show how consumers' evaluations of an advertised product can be influenced by the compatibility or conflict between the regulatory goals (promotion or prevention) addressed by the product and prior advertising of related products. Participants across both studies were exposed sequentially to the advertising of two products (prime and target), and they demonstrated a regulatory goal fluency effect in their evaluations of the target brand. When the regulatory goal serviced by the target matched (conflicted with) the regulatory goal serviced by the prime, participants indicated higher (lower) purchase intent (Experiment 1) and more favorable evaluations of the target brand (Experiment 2). These effects were not accounted for by differences in participants' involvement or affective state across the conditions. Instead, mediation analyses show that participants' ease of processing the target advertisement underlies the effect of goal compatibility on brand evaluation.

Từ khóa


Tài liệu tham khảo

10.1086/321946

10.1037/0022-3514.87.1.23

Atkinson John W., 1964, An Introduction to Motivation.

10.1037/0003-066X.54.7.462

10.1037/0033-2909.126.6.925

10.1037/0022-3514.51.6.1173

10.1086/208883

10.1037/0022-3514.86.3.388

10.1037/0022-3514.71.3.464

10.1037/0022-3514.87.5.557

10.1037/0022-3514.84.2.296

10.1037/0022-3514.84.1.148

10.1037/0003-066X.52.12.1280

10.1037/0022-3514.84.6.1140

Huffman Cynthia, 2000, The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals, and Desires, 9

10.1086/209356

10.2307/1914185

10.1086/346254

10.1177/002224299806200105

Kruglanski Arie W., 1996, The Psychology of Action: Linking Cognition and Motivation to Behavior, 599

10.1016/S0065-2601(02)80008-9

10.1177/01461672012710002

10.1509/jmkr.39.4.440.19119

10.1037/0022-3514.86.2.205

10.1037/0022-3514.78.6.1122

10.1509/jmkr.41.2.151.28665

10.1037/0022-3514.83.4.854

Markman Arthur B., 2000, The Psychology of Learning and Motivation: Advances in Research and Theory, 39, 97

10.1086/208556

10.1111/1467-9280.00008

10.1037/0022-3514.83.6.1261

10.1016/S0022-1031(02)00005-7

10.1086/209548

10.1086/209496

10.1037/0022-3514.75.3.589

10.1509/jmkr.43.1.28

10.1037/0022-3514.81.6.989

10.1037/h0025848

Thông tin
Thông tin xuất bản

Journal of Marketing Research

Tập 43 Số 3

374-385

Thông tin tác giả