Título:

The Curious Case of Behavioral Backlash: Why Brands Produce Priming Effects and Slogans Produce Reverse Priming Effects

Autores:

Juliano Laran (U Miami)
Amy N. Dalton (Hong Kong U of Sci & Tech)
Eduardo B. Andrade (U CA, Berkeley)

Revista:

Journal Of Consumer Research

Ano:

2011

Volume:

37

Páginas:

999-1014

Códigos JEL:

D12 - Consumer Economics: Empirical Analysis
L81 - Retail and Wholesale Trade; Warehousing; e-Commerce
M31 - Marketing
M37 - Advertising