My dissertation research looks at priming from the perspective of causes on product packaging influences perceptions of a brand. However, I think priming in many different instances is very interesting. For example, Business Week had a news article today about NASA's new center to digitize moon photos that will take place in an old McDonald's building (read the article here). However, you have to ask, how is this influencing the image of both NASA and McDonald's. Even though there are no golden arches in the building, consumers around the world are very familiar with the iconic McDonald's building. According to my research, this could have the effect of neutralizing the balance between these companies - in other words, the image of NASA could slightly deteriorate, and the image of McDonald's could increase. Yes, a far fetch especially for well established companies, but every brand should be aware how these subtle (or not so subtle) primes may influence perceptions of their brand.
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