Surprising research shows that consumers exposed to the Walmart name might actually spend less than those exposed to the store’s current slogan, “Save money. Live better.
The experiment divided subjects into two groups. Half were exposed to brand names associated with saving money, like Walmart, Dollar General, Sears, Ross, etc. The other half were exposed to the slogans for those retailers, like Sears’ current motto, “The Good Life at a Great Price. Guaranteed.” When asked to visualize a shopping trip and describe how much money would be spent, the brand-exposed group spent an average of $94 vs. the slogan group, who spent just about twice as much: $184.
https://www.jcr-admin.org/files/pressreleases/092010005409_Laran2release.pdf
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