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      Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

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      Journal of Marketing
      SAGE Publications

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          On the automatic activation of attitudes.

          We hypothesized that attitudes characterized by a strong association between the attitude object and an evaluation of that object are capable of being activated from memory automatically upon mere presentation of the attitude object. We used a priming procedure to examine the extent to which the mere presentation of an attitude object would facilitate the latency with which subjects could indicate whether a subsequently presented target adjective had a positive or a negative connotation. Across three experiments, facilitation was observed on trials involving evaluatively congruent primes (attitude objects) and targets, provided that the attitude object possessed a strong evaluative association. In Experiments 1 and 2, preexperimentally strong and weak associations were identified via a measurement procedure. In Experiment 3, the strength of the object-evaluation association was manipulated. The results indicated that attitudes can be automatically activated and that the strength of the object-evaluation association determines the likelihood of such automatic activation. The implications of these findings for a variety of issues regarding attitudes--including their functional value, stability, effects on later behavior, and measurement--are discussed.
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            Depth of processing and the retention of words in episodic memory.

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              Consumer Evaluations of Brand Extensions

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                Author and article information

                Journal
                Journal of Marketing
                Journal of Marketing
                SAGE Publications
                0022-2429
                1547-7185
                November 19 2018
                January 1993
                November 19 2018
                January 1993
                : 57
                : 1
                : 1-22
                Affiliations
                [1 ]Associate Professor of Marketing and Fletcher Jones Faculty Scholar for 1992–1993, Graduate School of Business, Stanford Univerity.
                Article
                10.1177/002224299305700101
                e8fce941-64bf-4f5e-b370-79db25f648c5
                © 1993

                http://journals.sagepub.com/page/policies/text-and-data-mining-license

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