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Brand logos as motive incentives: the impact of activated need for power on brand attitudes and brand choice

Hendrik Slabbinck UGent, Jan De Houwer UGent and Patrick Van Kenhove UGent (2011) Proceedings of the La Londe Consumer Behavior Conference 2011.
abstract
Two experiments reveal relations of individual differences in the need for power with attitudes toward a status brand (Experiment 1 and 2) and brand choices (Experiment 2). However, these relations emerge only after the need for power has been activated by exposing participants to combinations of brand logos that contain logos of status brands together with logos of neutral brands. The results have important implications for brand management and store design. To attract more power-motivated people in a multi-brand environment (e.g. shopping malls), status brands should appear surrounded by clearly visible brand logos. If the shopping environment contains only status goods (e.g. flagship store of a luxury brand), brand logos are less effective for attracting power-motivated people.
Please use this url to cite or link to this publication:
author
organization
year
type
conference
publication status
published
subject
keyword
need for power, power, implicit motives, IAT
in
Proceedings of the La Londe Consumer Behavior Conference 2011
editor
Michel Tuan Pham and Siegfried Dewitte
conference name
The 2011 La Londe Conference : The 38th International Research Conference in Marketing organized by the Aix Graduate School of Management : Marketing Communications and Consumer Behavior
conference location
La Londe les Maures, France
conference start
2011-05-31
conference end
2011-06-03
language
English
UGent publication?
yes
classification
C3
id
2051720
handle
http://hdl.handle.net/1854/LU-2051720
date created
2012-02-29 12:14:02
date last changed
2012-03-02 15:28:37
@inproceedings{2051720,
  abstract     = {Two experiments reveal relations of individual differences in the need for power with attitudes toward a status brand (Experiment 1 and 2) and brand choices (Experiment 2). However, these relations emerge only after the need for power has been activated by exposing participants to combinations of brand logos that contain logos of status brands together with logos of neutral brands. The results have important implications for brand management and store design. To attract more power-motivated people in a multi-brand environment (e.g. shopping malls), status brands should appear surrounded by clearly visible brand logos. If the shopping environment contains only status goods (e.g. flagship store of a luxury brand), brand logos are less effective for attracting power-motivated people.},
  author       = {Slabbinck, Hendrik and De Houwer, Jan and Van Kenhove, Patrick},
  booktitle    = {Proceedings of the La Londe Consumer Behavior Conference 2011},
  editor       = {Pham, Michel Tuan  and Dewitte, Siegfried},
  keyword      = {need for power,power,implicit motives,IAT},
  language     = {eng},
  location     = {La Londe les Maures, France},
  title        = {Brand logos as motive incentives: the impact of activated need for power on brand attitudes and brand choice},
  year         = {2011},
}

Chicago
Slabbinck, Hendrik, Jan De Houwer, and Patrick Van Kenhove. 2011. “Brand Logos as Motive Incentives: The Impact of Activated Need for Power on Brand Attitudes and Brand Choice.” In Proceedings of the La Londe Consumer Behavior Conference 2011, ed. Michel Tuan Pham and Siegfried Dewitte.
APA
Slabbinck, H., De Houwer, J., & Van Kenhove, P. (2011). Brand logos as motive incentives: the impact of activated need for power on brand attitudes and brand choice. In M. T. Pham & S. Dewitte (Eds.), Proceedings of the La Londe Consumer Behavior Conference 2011. Presented at the The 2011 La Londe Conference : The 38th International Research Conference in Marketing organized by the Aix Graduate School of Management : Marketing Communications and Consumer Behavior.
Vancouver
1.
Slabbinck H, De Houwer J, Van Kenhove P. Brand logos as motive incentives: the impact of activated need for power on brand attitudes and brand choice. In: Pham MT, Dewitte S, editors. Proceedings of the La Londe Consumer Behavior Conference 2011. 2011.
MLA
Slabbinck, Hendrik, Jan De Houwer, and Patrick Van Kenhove. “Brand Logos as Motive Incentives: The Impact of Activated Need for Power on Brand Attitudes and Brand Choice.” Proceedings of the La Londe Consumer Behavior Conference 2011. Ed. Michel Tuan Pham & Siegfried Dewitte. 2011. Print.