Identifier

etd-11172010-022830

Degree

Doctor of Philosophy (PhD)

Department

Marketing (Business Administration)

Document Type

Dissertation

Abstract

The dissertation investigates how supraliminal goal primes affect brand preference through explicit attitude and implicit attitude and whether the effect of supraliminal goal primes and/or mood on brand preference is mediated by cognitive load. Chapter 1 develops a conceptual framework and provides a theoretical background. Chapter 2 investigates how supraliminal goal primes and/or mood affect preference (Study 1), implicit attitude (Study 2) and explicit attitude (Study 3) in the context of luxury vs. frugal brand consumption. Chapter 2 also investigates whether the effect of goal primes and/or mood on preference is mediated by cognitive load. Chapter 3 considers whether, under a high cognitive load, the effect of goal prime and/or mood on preference is mediated by implicit attitude (Study 1) and explicit attitude (Study 2).

Date

2010

Document Availability at the Time of Submission

Release the entire work immediately for access worldwide.

Committee Chair

Niedrich, Ronald W.

Included in

Marketing Commons

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