Brand priming effect on consumers’ financial risk taking behavior

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 bran...

Cijeli opis

Bibliografski detalji

Glavni autori:	Danielle Mantovani, Fábio Henrique Silva Galvão
Format:	Artigo
Jezik:	Inglês
Izdano:	Universidade de São Paulo
Serija:	RAUSP: Revista de Administração da Universidade de São Paulo
Teme:	Marca Priming Propensión al riesgo Comportamiento no consciente
Online pristup:	http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0080-21072017000100015&lng=en&tlng=en
Oznake:	Dodaj oznaku Bez oznaka, Budi prvi tko označuje ovaj zapis!