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.
Recommended Citation
Fukawa, Nobuyuki, "The effect of supraliminal goal primes on brand preference: the mediating roles of implicit and explicit attitudes" (2010). LSU Doctoral Dissertations. 162.
https://repository.lsu.edu/gradschool_dissertations/162
Committee Chair
Niedrich, Ronald W.
DOI
10.31390/gradschool_dissertations.162