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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidade de São Paulo
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| Series: | RAUSP: Revista de Administração da Universidade de São Paulo |
| Subjects: | |
| Online Access: | http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0080-21072017000100015&lng=en&tlng=en |