Brand priming effect on consumers’ financial risk taking behavior
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Outros Autores: | |
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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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 |
_version_ |
1748936717241417728 |