This article first examines whether brand exposure elicits automatic behavioral effects as does exposure to social primes. Results support the translation of these effects: participants primed with Apple logos behave more creatively than IBM primed and controls; Disney-primed participants behave...

Consumers see many brands during the course of a day but often pay very little attention to how such exposures will influence their subsequent decisions. This research examines how being exposed to multiple brands at once affects consumers’ reactions to these brands, particularly when little...