This study investigates whether the priming effects of a brand slogan and its brand name are dissimilar. We developed two studies based on schema theory, the persuasion knowledge model, and the mental correction mechanism. In Study 1, we found that the priming effect of a brand slogan associated with the appeal of saving money (which is related to price) is negative in comparison with the appeal of its brand name; however, we found that the priming effect of a brand slogan associated with happiness (which is not related to price) is positive. In Study 2, we found that the priming effect of apparently persuasive messages (i.e., the appeal of saving money) is cognitive, and thus strengthens the correction mechanism in the minds of consumers. Therefore, the priming effect of price-related slogans combined with brand names is negative.