Automatic Associative Learning of Brand Meaning


Maria Galli
Maria Galli
  • Speaker
HKUST Business School, Hong Kong University of Science and Technology

Event Information

Type
Research Seminar
Programme
Marketing
Date
Mon. 14 Jan. 2008
Contact
Time
12:30-14:00 hours
E-mail
Location
Mandeville Building T3-06
Number


Abstract

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.
 
Contact information: 
Dr. B. Donkers
Email
Bas Donkers
Professor of Marketing Research
  • Coordinator