The mere association effect and brand evaluations

The associative network model of memory proposes that each node (construct) belongs to specific networks of associations. These networks include nodes that share associations with a third (common) construct but are not themselves directly associated (merely associated nodes). The present research proposes that automatic associations between such indirectly related nodes can be primed in a single exposure and this may be sufficient to alter subsequent concept evaluations. An implicit cognition measure is used to demonstrate the automatic transfer of properties (both cognitive evaluations and affective responses) from a common associative node to seemingly unrelated objects. The effect is driven by individuals' inability to ignore activated but irrelevant associations. Results also show that the mere association effect and the underlying property transfer process (1) are more likely for consumers familiar with the concepts involved, (2) involve both cognitive and affective information, and (3) counterintuitively, occur more often for concepts from different categories rather than the same category.