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An Influence of Product and Brand Name on Positive Affect: Implicit and Explicit Measures

✍ Scribed by Alice M. Isen; Aparna A. Labroo; Paula Durlach

Book ID
111600796
Publisher
Springer US
Year
2004
Tongue
English
Weight
76 KB
Volume
28
Category
Article
ISSN
0146-7239

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## Abstract Consumers are often exposed to brand names presented concurrently with information such as brand claims and warnings, prior to making product choices. As implicit memory has been implicated in the consumer choice process, two experiments were conducted to assess the influence of additio