Dogs on the street, pumas on your feet: How cues in the environment influence product evaluation and choice

被引:154
作者
Berger, Jonah [1 ]
Fitzsimons, Grainne [2 ]
机构
[1] Univ Penn, Wharton Sch, Philadelphia, PA 19104 USA
[2] Univ Waterloo, Waterloo, ON N2L 3G1, Canada
关键词
environmental cues; priming; advertising; product choice; product evaluation;
D O I
10.1509/jmkr.45.1.1
中图分类号
F [经济];
学科分类号
02 ;
摘要
Little empirical research has examined the implicit effects of environmental cues on consumer behavior. Across six studies using a combination of field and laboratory methods, the authors find that products are more accessible, evaluated more favorably, and chosen more frequently when the surrounding environment contains more perceptually or conceptually related cues. The findings highlight the impact of frequent-in addition to recent-priming in shaping product evaluation and choice: More frequent exposure to perceptually or conceptually related cues increases product accessibility and makes the product easier to process. In turn, this increased accessibility influences product evaluation and choice, which are found to vary directly with the frequency of exposure to conceptually related cues. These results support the hypothesis that conceptual priming effects can have a strong impact on real-world consumer judgments.
引用
收藏
页码:1 / 14
页数:14
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