Brand priming effect on consumers’ financial risk taking behavior

Detalhes bibliográficos
Autor(a) principal: Mantovani,Danielle
Data de Publicação: 2017
Outros Autores: Galvão,Fábio Henrique Silva
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Revista de Administração (São Paulo)
Texto Completo: http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0080-21072017000100015
Resumo: Abstract 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.
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spelling Brand priming effect on consumers’ financial risk taking behaviorBrandPrimingRisk takingNonconscious BehaviorAbstract 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.Departamento de Administração da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo2017-03-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S0080-21072017000100015Revista de Administração (São Paulo) v.52 n.1 2017reponame:Revista de Administração (São Paulo)instname:Universidade de São Paulo (USP)instacron:USP10.1016/j.rausp.2016.09.002info:eu-repo/semantics/openAccessMantovani,DanielleGalvão,Fábio Henrique Silvaeng2017-02-20T00:00:00Zoai:scielo:S0080-21072017000100015Revistahttp://rausp.usp.br/PUBhttps://old.scielo.br/oai/scielo-oai.phprausp@usp.br||reinhard@usp.br1984-61420080-2107opendoar:2017-02-20T00:00Revista de Administração (São Paulo) - Universidade de São Paulo (USP)false
dc.title.none.fl_str_mv Brand priming effect on consumers’ financial risk taking behavior
title Brand priming effect on consumers’ financial risk taking behavior
spellingShingle Brand priming effect on consumers’ financial risk taking behavior
Mantovani,Danielle
Brand
Priming
Risk taking
Nonconscious Behavior
title_short Brand priming effect on consumers’ financial risk taking behavior
title_full Brand priming effect on consumers’ financial risk taking behavior
title_fullStr Brand priming effect on consumers’ financial risk taking behavior
title_full_unstemmed Brand priming effect on consumers’ financial risk taking behavior
title_sort Brand priming effect on consumers’ financial risk taking behavior
author Mantovani,Danielle
author_facet Mantovani,Danielle
Galvão,Fábio Henrique Silva
author_role author
author2 Galvão,Fábio Henrique Silva
author2_role author
dc.contributor.author.fl_str_mv Mantovani,Danielle
Galvão,Fábio Henrique Silva
dc.subject.por.fl_str_mv Brand
Priming
Risk taking
Nonconscious Behavior
topic Brand
Priming
Risk taking
Nonconscious Behavior
description Abstract 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.
publishDate 2017
dc.date.none.fl_str_mv 2017-03-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0080-21072017000100015
url http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0080-21072017000100015
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 10.1016/j.rausp.2016.09.002
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv text/html
dc.publisher.none.fl_str_mv Departamento de Administração da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo
publisher.none.fl_str_mv Departamento de Administração da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo
dc.source.none.fl_str_mv Revista de Administração (São Paulo) v.52 n.1 2017
reponame:Revista de Administração (São Paulo)
instname:Universidade de São Paulo (USP)
instacron:USP
instname_str Universidade de São Paulo (USP)
instacron_str USP
institution USP
reponame_str Revista de Administração (São Paulo)
collection Revista de Administração (São Paulo)
repository.name.fl_str_mv Revista de Administração (São Paulo) - Universidade de São Paulo (USP)
repository.mail.fl_str_mv rausp@usp.br||reinhard@usp.br
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