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When are automatic social comparisons not automatic? : the effect of cognitive systems on user imagery-based self-concept activation
Forehand, Mark R.; Perkins, Andrew; Reed II, Americus - In: Journal of consumer psychology : JCP : the official … 21 (2011) 1, pp. 88-100
Persistent link: https://www.econbiz.de/10008933057
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Implicit Assimilation and Explicit Contrast: A Set-Reset Model of Response to Celebrity Voice-Overs
Forehand, Mark R.; Perkins, Andrew - In: Journal of consumer research : JCR ; an … 32 (2005) 3, pp. 435-441
Persistent link: https://www.econbiz.de/10006641989
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Implicit Assimilation and Explicit Contrast: A Set/Reset Model of Response to Celebrity Voice-Overs
Forehand, Mark R.; Perkins, Andrew - In: Journal of Consumer Research 32 (2005) 3, pp. 435-441
An experiment reveals that the relationship between celebrity attitude and attitude toward brands paired with the celebrity's voice is moderated by identification of the celebrity but only when attitude is measured explicitly. Using explicit measures, celebrity attitude was positively...
Persistent link: https://www.econbiz.de/10005738959