Risk-Taking and Logo Priming in College Students
Journal Title: Journal of Social Economics - Year 2017, Vol 4, Issue 1
Abstract
Risk-taking behaviors were examined as associated with either The North Face® or Coca-Cola® logo. Participants (N = 98) were primed with either logo, or a control, followed by a survey that asked questions related to risk-taking behavior with five subsections (ethical, financial, health/safety, recreational, social). It was predicted that participants exposed to The North Face® logo would score higher on the recreational subscale of the risk-taking measure than those exposed to the Coca-Cola® logo or control condition. The participants exposed to The North Face® logo elicited a higher risk-taking behavior score in the recreational subsection, and no differences were found between conditions on the other four risk-taking subscales. In conclusion, logo priming has an effect on the attitudes towards risk-taking in college students.
Authors and Affiliations
Laura A. Fowler, Terry F. Pettijohn
Keywords
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