Julian K Saint Clair
Biographic Data
| ID | 4100906 |
|---|---|
| NAME | Julian K Saint Clair |
| GIVEN NAMES | Julian K |
| FAMILY NAME | Saint Clair |
| SIGNATURE | SAINT CLAIR J K |
| AFFILIATIONS | Loyola Marymount University |
| ORCID | 0000-0003-4616-5698 |
| VERIFIED | Yes |
| TOTAL WORKS | 3 |
| TOTAL CITATIONS | 7 |
| AUTHOR COUNT | 3 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2020 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 1 |
When Diversity Backfires
Brands are expanding their market to new consumers by displaying cultural diversity in marketing campaigns—but the risks are unclear. This article explores the role of the brand’s characteristics in multicultural diversity. Our findings suggest that when brands launch a new multicultural diversity campaign, it may be well-received if the brand’s original focus was on the needs of nonmarginalized consumers. However, for brands with a focus on the …
When Learning Negative Brand Associations Leads to Positive Evaluations of Effectiveness
Research on associative learning suggests that marketers can enhance consumer attitudes by repeatedly pairing their brands with pleasant or “positively-valenced” stimuli (e.g., attractive models, babies, cute animals) rather than unpleasant or “negatively-valenced” stimuli (e.g., garbage cans and disgusting insects)—an evaluative conditioning effect also known as affect transfer. In this research, we combine the associative learning and the goal …
The Many-Faced Consumer
Cues in the environment can prime consumer identities, increasing adoption of behaviors consistent with the primed identity and avoidance of behaviors consistent with alternate (nonprimed) identities. Although alternate-identity avoidance is common, three studies show that priming an identity (e.g., student) can also encourage consumers to approach alternate identities (e.g., friend). When two identities are relatively easy to balance (e.g., suff…
The Many-Faced Consumer
Cues in the environment can prime consumer identities, increasing adoption of behaviors consistent with the primed identity and avoidance of behaviors consistent with alternate (nonprimed) identities. Although alternate-identity avoidance is common, three studies show that priming an identity (e.g., student) can also encourage consumers to approach alternate identities (e.g., friend). When two identities are relatively easy to balance (e.g., suff…
When Diversity Backfires
Brands are expanding their market to new consumers by displaying cultural diversity in marketing campaigns—but the risks are unclear. This article explores the role of the brand’s characteristics in multicultural diversity. Our findings suggest that when brands launch a new multicultural diversity campaign, it may be well-received if the brand’s original focus was on the needs of nonmarginalized consumers. However, for brands with a focus on the …
The Many-Faced Consumer
Cues in the environment can prime consumer identities, increasing adoption of behaviors consistent with the primed identity and avoidance of behaviors consistent with alternate (nonprimed) identities. Although alternate-identity avoidance is common, three studies show that priming an identity (e.g., student) can also encourage consumers to approach alternate identities (e.g., friend). When two identities are relatively easy to balance (e.g., suff…
When Learning Negative Brand Associations Leads to Positive Evaluations of Effectiveness
Research on associative learning suggests that marketers can enhance consumer attitudes by repeatedly pairing their brands with pleasant or “positively-valenced” stimuli (e.g., attractive models, babies, cute animals) rather than unpleasant or “negatively-valenced” stimuli (e.g., garbage cans and disgusting insects)—an evaluative conditioning effect also known as affect transfer. In this research, we combine the associative learning and the goal …
When Diversity Backfires
Brands are expanding their market to new consumers by displaying cultural diversity in marketing campaigns—but the risks are unclear. This article explores the role of the brand’s characteristics in multicultural diversity. Our findings suggest that when brands launch a new multicultural diversity campaign, it may be well-received if the brand’s original focus was on the needs of nonmarginalized consumers. However, for brands with a focus on the …
Consumer Behavior in Brand Consumption and Identification (3 works) · Psychology (3 works) · Social Psychology (3 works) · Sociology (3 works) · Advertising (2 works) · Cognitive psychology (2 works) · Consumption (sociology) (2 works) · Cultural Differences and Values (2 works) · Affect (linguistics) (1 works) · Association (psychology) (1 works)