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 October 21, 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 October 21, 2014).

Share This



More Mind & Brain News

Tuesday, October 21, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

First-Of-Its-Kind Treatment Gives Man Ability To Walk Again

First-Of-Its-Kind Treatment Gives Man Ability To Walk Again

Newsy (Oct. 21, 2014) A medical team has for the first time given a man the ability to walk again after transplanting cells from his brain onto his severed spinal cord. Video provided by Newsy
Powered by NewsLook.com
Portable Breathalyzer Gets You Home Safely

Portable Breathalyzer Gets You Home Safely

Buzz60 (Oct. 21, 2014) Breeze, a portable breathalyzer, gets you home safely by instantly showing your blood alcohol content, and with one tap, lets you call an Uber, a cab or a friend from your contact list to pick you up. Sean Dowling (@SeanDowlingTV) has the details. Video provided by Buzz60
Powered by NewsLook.com
Your Birth Season Might Determine Your Temperament

Your Birth Season Might Determine Your Temperament

Newsy (Oct. 20, 2014) A new study says the season you're born in can determine your temperament — and one season has a surprising outcome. Video provided by Newsy
Powered by NewsLook.com
Movies Might Desensitize Violence For Parents, Not Just Kids

Movies Might Desensitize Violence For Parents, Not Just Kids

Newsy (Oct. 20, 2014) A study suggests that parents become desensitized to violent movies as well as children, which leads them to allow their kids to view violent films. 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:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

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