"Automatic Effects of Brand Exposure on Motivated Behavior: How
Apple Makes You 'Think Different,'" Gr?inne M. Fitzsimons, Tanya
l. Chartrand, Gavan j. Fitzsimons, Journal of Consumer Behavior,
vol. 35, no. 1, June 2008, pp. 21-35.
The authors, who are variously at the University of Waterloo and
at Duke University, report:
"This manuscript first examines whether brand exposure elicits
automatic behavioral effects as does exposure to social primes.
Results support the translation of these effects: Participants
primed with Apple logos behave more creatively than IBM-primed
and controls; Disney-primed participants behave more honestly
than E!-primed and controls."
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