In Video Game Test, Red Bull Brand Encourages Speed and Risk-taking (IMAGE)
Caption
Video game players put behind the wheel of a Red Bull-branded race car displayed greater aggressiveness and risk-taking, which either resulted in faster times or caused them to crash. It's a result of non-conscious brand priming that's part of the beverage maker's edgy marketing efforts and it has a powerful effect most of us don't recognize, Boston College Carroll School of Management professors S. Adam Brasel and James Gips report in the Journal of Consumer Psychology.
Credit
S. Adam Brasel, Boston College
Usage Restrictions
None
License
Licensed content