The effect of supraliminal goal primes on brand preference: the mediating roles of implicit and explicit attitudes

The dissertation investigates how supraliminal goal primes affect brand preference through explicit attitude and implicit attitude and whether the effect of supraliminal goal primes and/or mood on brand preference is mediated by cognitive load. Chapter 1 develops a conceptual framework and provides a theoretical background. Chapter 2 investigates how supraliminal goal primes and/or mood affect preference (Study 1), implicit attitude (Study 2) and explicit attitude (Study 3) in the context of luxury vs. frugal brand consumption. Chapter 2 also investigates whether the effect of goal primes and/or mood on preference is mediated by cognitive load. Chapter 3 considers whether, under a high cognitive load, the effect of goal prime and/or mood on preference is mediated by implicit attitude (Study 1) and explicit attitude (Study 2).

Name thesis:degree_name

Doctor of Philosophy (PhD)

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Marketing

Grantor

Marketing (Business Administration)

Year dc:date.available

2010

Author dc:creator

• Fukawa, Nobuyuki

• explicit attitude
• implicit attitude
• brand preference
• supraliminal goal prime

Statement dc:rights

• unrestricted
• Release the entire work immediately for access worldwide.

Identifier

etd-11172010-022830
https://repository.lsu.edu/gradschool_dissertations/162

OAI identifier oai:identifier

oai:repository.lsu.edu:gradschool_dissertations-1161