Brand priming effect on consumers’ financial risk taking behavior
| Autor: | Danielle Mantovani, Fábio Henrique Silva Galvão |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
media_common.quotation_subject
050109 social psychology Ocean Engineering lcsh:Business 0502 economics and business Comportamento não consciente Personality Risk taking 0501 psychology and cognitive sciences Propensão ao risco Marketing Water Science and Technology media_common Risk aversion Financial risk 05 social sciences Perspective (graphical) Financial market Geology Marca Moderation Risk-seeking Propensión al riesgo Priming Nonconscious Behavior Comportamiento no consciente 050211 marketing Brand lcsh:HF5001-6182 Psychology Social psychology Priming (psychology) |
| Zdroj: | RAUSP: Revista de Administração da Universidade de São Paulo, Vol 52, Iss 1, Pp 15-25 Revista de Administração (São Paulo) v.52 n.1 2017 Revista de Administração (São Paulo) Universidade de São Paulo (USP) instacron:USP |
| ISSN: | 0080-2107 |
| DOI: | 10.1016/j.rausp.2016.09.002 |
| Popis: | Taking the perspective of brand priming theory, this study proposes that brands associated with an audacious personality trait may influence consumers to be take more risks in making subsequent decisions. Two experiments, run in sport brands contexts, showed that individuals exposed to brands with high (vs. low) audacity traits demonstrated a higher rate of risk taking in financial decisions. The studies also showed that this effect is moderated by individuals’ experience with the financial market. This moderation suggests that there was an activation of a goal not just semantic activation, but through the brand priming. This research provides insights into how today's consumers deal with brand priming effects in risky choice settings. From a managerial perspective, it can help managers to understand the likely effects of brand priming on behavior and better predict the probability of risk aversion or risk seeking outcomes. |
| Databáze: | OpenAIRE |
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