Title page for ETD etd-11172010-022830


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).
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