arly work on brand cues illustrated that brand identity played a large role in priming judgments of product quality and enjoyment of the consumption process (Allison & Uhl, 1964). This work was extended by research into brand placebo effects, where brand primes conveyed brand identity-consistent benefits to consumers even if the actual product consumed was not the branded product (Irmak et al., 2005 and Shiv et al., 2005). Recent work has extended brand priming effects to non-consumption environments, where even incidental or nonconscious exposure to a brand can trigger goal-relevant behavior and cognitions. Within Chartrand's (2005) framework of nonconscious consumer behavior, brand exposure can serve as an environmental cue that triggers nonconscious behavioral processes, which lead to various behavioral outcomes. The mere presence of the brand could activate brand identity-consistent traits and concepts, which exert pressure on behavior, such as in Dijksterhuis, Smith, VanBaaren, and Wigboldus' (2005) “high road of imitation” or Fitzsimons et al. (2008) brand priming work using associative network models.