Even 60 milliseconds of exposure to a brand name such as Wal-Mart or Tiffany can alter consumers’ subconscious goals, according to new research. Authors Tanya L. Chartrand, Joel Huber (both Duke University), Baba Shiv (Stanford University), and Robin J. Tanner (University of Wisconsin) examined goals that are triggered when consumers shop. “Results suggest that simple exposure to brand names has the potential to activate goals which then influence choices,” write the authors. “This data thus opens the door to an intriguing new way to think about the role and power of brands.” Lees meer »