Promotions Spontaneously Induce a Positive Evaluative Response |
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| Authors: | Rebecca Walker Naylor Rajagopal Raghunathan Suresh Ramanathan |
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| Affiliation: | 1. Colorado State University, College of Business, 1278 Campus Delivery, Fort Collins, CO 80523-1278, USA;2. Western University, Richard Ivey School of Business, 1151 Richmond Street N, London, ON N6A 3K7, Canada;1. University of Sydney, Australia;2. Chinese University of Hong Kong, Hong Kong (PRC);3. Central Queensland University, Australia;1. Melbourne Business School, University of Melbourne, Australia;2. Department of Marketing, HEC Paris, France;3. University of Illinois at Urbana-Champaign, USA |
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| Abstract: | Research has suggested that conscious cognitive processes mediate positive responses to promotions. In contrast, we find that exposure to promotional stimuli evokes a positive evaluative reaction spontaneously and that this reaction generalizes to products that are evaluated subsequently. Three experiments support our predictions and rule out alternative possibilities. Specifically, we find that promotions spontaneously evoke positive evaluative responses and that these responses mediate liking for a target product. Our findings also identify conditions under which promotion‐generated evaluative responses are transferred to products unrelated to the promotion and indicate the type of product categories that are likely to produce this effect. The theoretical and substantive implications of this research are discussed. |
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