Priming Effects on Affective Preference for Healthy Products over Unhealthy Products upon Brand Exposure
Abstract
Social marketing is often used to guide and develop interventions designed to promote healthy eating. This study investigates the potential use of priming by social marketers to intervene in marketers' promotional efforts (brand exposure) and enhance affective preference toward healthy products over unhealthy products. More specifically, we study whether (1) consumers' need-for-cognition (NFC) and cognitive load moderate and whether (2) familiarity response time and familiarity mediate the effect of primes on affective preference. Our study shows the expected effect of primes on affective preference among high (low) NFC consumers under high (low) cognitive load. Among high NFC consumers under high cognitive load, the familiarity response time mediated the effect of primes on affective preference. We discuss theoretical and managerial implications as well as directions for future research.
Recommended Citation
Fukawa, N. (2016). Priming Effects on Affective Preference for Healthy Products over Unhealthy Products upon Brand Exposure. Social Marketing Quarterly, 22(1), pp. 34-53. SAGE Publications.
The definitive version is available at https://doi.org/10.1177/1524500415620154
Department(s)
Business and Information Technology
Keywords and Phrases
Affective preference; Healthy eating behavior; Mere exposure; Need-for-cognition; Priming
International Standard Serial Number (ISSN)
1524-5004; 1539-4093
Document Type
Article - Journal
Document Version
Citation
File Type
text
Language(s)
English
Rights
© 2015 The Author(s), All rights reserved.
Publication Date
01 Jan 2016
