Featured Research

from universities, journals, and other organizations

Brand Names Subconsciously Afftect People's Shopping Goals

Date:
July 17, 2008
Source:
University of Chicago Press Journals
Summary:
Even 60 milliseconds of exposure to a brand name such as Wal-Mart or Tiffany can alter consumers' subconscious goals, according to new research.

Even 60 milliseconds of exposure to a brand name such as Wal-Mart or Tiffany can alter consumers’ subconscious goals, according to new research.

Authors Tanya L. Chartrand, Joel Huber (both Duke University), Baba Shiv (Stanford University), and Robin J. Tanner (University of Wisconsin) examined goals that are triggered when consumers shop. “Results suggest that simple exposure to brand names has the potential to activate goals which then influence choices,” write the authors. “This data thus opens the door to an intriguing new way to think about the role and power of brands.”

The research suggests that goals can be triggered without consciousness. In other words, passing a discount store on the way to the sporting good store might affect an eventual purchase.

In a series of four studies, the researchers had participants complete scrambled sentence tasks designed to subconsciously activate either “ thrift” or “prestige” goals. In subsequent studies, participants completed those tasks and were then asked to make choices among various product brands. In the authors’ final study, participants viewed numbers on a computer screen while U.S. retail brand names flashed on the edge of their field of vision. Those brand names were associated with prestige (Tiffany, Neiman Marcus, and Nordstrom) or thrift (Wal-Mart, K-Mart, and Dollar Store). Those 60-millisecond flashes influenced the participants’ choices of socks or microwaves.

“To the best of our knowledge, this provides the first evidence that such brands can automatically activate purchase goals in individuals and that these goals can influence consumers’ product preferences without their awareness or conscious intent,” the authors conclude.

Even though we like to think we’re in control of our choices, this research indicates that our response to some brands is deeply rooted in our subconscious.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Chartrand et al. Nonconscious Goals and Consumer Choice. Journal of Consumer Research, 2008; 35 (2): 189 DOI: 10.1086/588685

Cite This Page:

University of Chicago Press Journals. "Brand Names Subconsciously Afftect People's Shopping Goals." ScienceDaily. ScienceDaily, 17 July 2008. <www.sciencedaily.com/releases/2008/07/080717095034.htm>.
University of Chicago Press Journals. (2008, July 17). Brand Names Subconsciously Afftect People's Shopping Goals. ScienceDaily. Retrieved July 30, 2014 from www.sciencedaily.com/releases/2008/07/080717095034.htm
University of Chicago Press Journals. "Brand Names Subconsciously Afftect People's Shopping Goals." ScienceDaily. www.sciencedaily.com/releases/2008/07/080717095034.htm (accessed July 30, 2014).

Share This




More Mind & Brain News

Wednesday, July 30, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

It's Not Just Facebook: OKCupid Experiments With Users Too

It's Not Just Facebook: OKCupid Experiments With Users Too

Newsy (July 29, 2014) If you've been looking for love online, there's a chance somebody has been looking at how you're looking. Video provided by Newsy
Powered by NewsLook.com
How Your Face Can Leave A Good Or Bad First Impression

How Your Face Can Leave A Good Or Bad First Impression

Newsy (July 29, 2014) Researchers have found certain facial features can make us seem more attractive or trustworthy. Video provided by Newsy
Powered by NewsLook.com
Losing Sleep Leaves You Vulnerable To 'False Memories'

Losing Sleep Leaves You Vulnerable To 'False Memories'

Newsy (July 27, 2014) A new study shows sleep deprivation can make it harder for people to remember specific details of an event. Video provided by Newsy
Powered by NewsLook.com
University Quiz Implies Atheists Are Smarter Than Christians

University Quiz Implies Atheists Are Smarter Than Christians

Newsy (July 25, 2014) An online quiz from a required course at Ohio State is making waves for suggesting atheists are inherently smarter than Christians. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins