Slogans Vs Brands: Why One Makes Us Spend More (And One Less)

Why does exposure to the name Walmart, a brand typically associated with saving money, reduce subsequent spending, but exposure to the Walmart slogan "Save money. Live better" increase it? ask researchers in a Journal of Consumer Research study.   They delve into a strange facet of consumer behavior: people behave differently when they encounter companies' brands than they do when they encounter their slogans. read more

Read the whole article on

More from