| Type of Document |
Dissertation |
| Author |
Fukawa, Nobuyuki
|
| URN |
etd-11172010-022830 |
| Title |
The Effect of Supraliminal Goal Primes on Brand Preference: The Mediating Roles of Implicit and Explicit Attitudes |
| Degree |
Doctor of Philosophy (Ph.D.) |
| Department |
Marketing (Business Administration) |
| Advisory Committee |
| Advisor Name |
Title |
| Niedrich, Ronald W. |
Committee Chair |
| Burns, Alvin Clarence |
Committee Member |
| Hicks, Jason |
Committee Member |
| Richardson, Hettie A |
Committee Member |
| Weathers, Peter Daniel |
Committee Member |
| DeFleur, Margaret |
Dean's Representative |
|
| Keywords |
- explicit attitude
- implicit attitude
- brand preference
- supraliminal goal prime
|
| Date of Defense |
2010-08-27 |
| Availability |
unrestricted |
Abstract
The dissertation investigates how supraliminal goal primes affect brand preference through explicit attitude and implicit attitude and whether the effect of supraliminal goal primes and/or mood on brand preference is mediated by cognitive load. Chapter 1 develops a conceptual framework and provides a theoretical background. Chapter 2 investigates how supraliminal goal primes and/or mood affect preference (Study 1), implicit attitude (Study 2) and explicit attitude (Study 3) in the context of luxury vs. frugal brand consumption. Chapter 2 also investigates whether the effect of goal primes and/or mood on preference is mediated by cognitive load. Chapter 3 considers whether, under a high cognitive load, the effect of goal prime and/or mood on preference is mediated by implicit attitude (Study 1) and explicit attitude (Study 2).
|
| Files |
| Filename |
Size |
Approximate Download Time
(Hours:Minutes:Seconds)
|
| 28.8 Modem |
56K Modem |
ISDN (64 Kb) |
ISDN (128 Kb) |
Higher-speed Access |
| |
Fukawa_diss.pdf |
1.15 Mb |
00:05:19 |
00:02:44 |
00:02:23 |
00:01:11 |
00:00:06 |
|
