Brand priming effect on consumers’ financial risk taking behavior

Mantovani, Danielle; Galvão, Fábio Henrique Silva

doi:10.1016/j.rausp.2016.09.002

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Marketing • Rev. Adm. (São Paulo) 52 (1) • Jan-Mar 2017 • https://doi.org/10.1016/j.rausp.2016.09.002 linkcopy

Brand priming effect on consumers’ financial risk taking behavior

Efeito do priming de marca sobre a propensão ao risco financeiro do consumidor

Efecto del priming de marca en la propensión al riesgo financiero para el consumidor

Authorship SCIMAGO INSTITUTIONS RANKINGS

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 brands with high (vs. low) audacity traits demonstrated a higher rate of risk taking in financial decisions. The studies also showed that this effect is moderated by individuals’ experience with the financial market. This moderation suggests that there was an activation of a goal not just semantic activation, but through the brand priming. This research provides insights into how today's consumers deal with brand priming effects in risky choice settings. From a managerial perspective, it can help managers to understand the likely effects of brand priming on behavior and better predict the probability of risk aversion or risk seeking outcomes.

Keywords
Brand; Priming; Risk taking; Nonconscious Behavior

Brands
		NIKE (n = 17)		ADIDAS (n = 14)		TOPPER (n = 17)		REEBOK (n = 18)
Dimension	Trait	M	s	M	s	M	s	M	s	F	p	η _p ²
Audacity	Boldness	4.1^a	0.6	3.6^a	0.9	2.7^b	1.1	2.8^b	1.0	7.58	0.000	0.28
	Modern	4.4^a	0.7	4.2^a	0.9	3.0^b	1.0	3.5^b	0.9	7.19	0.000	0.17
	Update	4.5^a	0.7	4.2^a	0.7	3.2^b	0.7	3.6^b	0.6	10.7	0.000	0.16
	Creative	4.1^a	0.7	3.7^a	0.8	2.8^b	0.8	3.3^b	0.8	6.26	0.001	0.11
	Brave	4.3^a	0.9	4.0^ab	0.7	3.6^b	0.7	3.4^c	0.9	4.13	0.010	0.13
	Young	4.2^a	0.7	4.1^a	0.8	3.3^b	0.7	3.7^bc	0.8	3.45	0.020	0.16
	MEAN	4.3 ^a	0.7	3.9 ^a	0.8	3.1^b	0.8	3.4^b	0.8	6.55	0.000	0.27

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Departamento de Administração da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo Avenida Professor Luciano Gualberto, 908, sala F184, 05508-900 São Paulo / SP Brasil, Tel./Fax 55 11 3818-4002 - São Paulo - SP - Brazil
E-mail: rausp@usp.br

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[TFN1] Note: s, standard deviation; means that do not share subscripts differ by p < 0.05 according to Bonferroni post hoc. η _p ^2, estimates of effect size.