کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
882580 911953 2006 11 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Promotions Spontaneously Induce a Positive Evaluative Response
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Promotions Spontaneously Induce a Positive Evaluative Response
چکیده انگلیسی

Research has suggested that conscious cognitive processes mediate positive responses to promotions. In contrast, we find that exposure to promotional stimuli evokes a positive evaluative reaction spontaneously and that this reaction generalizes to products that are evaluated subsequently. Three experiments support our predictions and rule out alternative possibilities. Specifically, we find that promotions spontaneously evoke positive evaluative responses and that these responses mediate liking for a target product. Our findings also identify conditions under which promotion-generated evaluative responses are transferred to products unrelated to the promotion and indicate the type of product categories that are likely to produce this effect. The theoretical and substantive implications of this research are discussed.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Consumer Psychology - Volume 16, Issue 3, 2006, Pages 295-305