R12. Brand Primes Can Satiate (Important) Consumer Goals

• In Event: Working Paper Session & Reception
  In Working Paper Session: Pod R: Branding

Short Abstract

In Study 1, we show that exposure to a brand can satiate a previously primed brand-related goal. However, the satiating effect only occurs when the goal is important to the individual. In Study 2, we show that perceived goal progress can, in part, explain this effect.

Authors

• Darlene Walsh, Concordia University, Canada

• Chunxiang Huang, Concordia University, Canada