Automatic Associative Learning of Brand Meaning



We investigate associative learning of denotative brand meaning using a conditioning procedure. Prior research on conditioned transfer of meaning is sparse, and thus little is known about the characteristics of the mechanisms underlying it. Contrary to what extant research suggests, we find that denotative brand meaning may be learned automatically, i.e., outside of conscious awareness, and that this learned meaning may influence brand evaluations. We discuss theoretical and practical implications of our findings.
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Dr. B. Donkers