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).
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-11172010-022830 |
| Date | 18 November 2010 |
| Creators | Fukawa, Nobuyuki |
| Contributors | Burns, Alvin Clarence, Hicks, Jason, Richardson, Hettie A, DeFleur, Margaret, Niedrich, Ronald W., Weathers, Peter Daniel |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-11172010-022830/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached herein a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to LSU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below and in appropriate University policies, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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