Unconscious transfer of meaning to brands

We examine semantic conditioning in a consumer context. We subliminally paired neutral ideographs with attributes. In experiment 1, the ideographs served as primes during a lexical decision task and slowed down response times to target words with the opposite semantic meaning. In experiment 2, the ideographs served as brand names of beverages, and attitudinal responses to them were less favorable when the associated attributes were incongruent with existing schemas. These results showed that semantic conditioning (1) can occur unconsciously, (2) can have significant and meaningful consequences for brand evaluation, and (3) influences subsequent attitudinal responses via conceptual disfluency processes.

► We examine meaning transfer from an attribute to a brand (i.e., semantic conditioning).
► Semantic conditioning can occur unconsciously.
► Semantic conditioning can significantly and meaningfully influence brand evaluation.
► Semantic conditioning influences brand evaluation via conceptual disfluency processes.