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When the Same Prime Leads to Different Effects

Author

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  • S. Christian Wheeler
  • Jonah Berger

Abstract

Research on priming effects has shown that primes with widely shared associations (i.e., stereotypes) affect the subsequent behavior of people in consistent ways (i.e., acting stereotypically). In this article, we present two experiments that show that the same primed construct can have different effects on the subsequent choices of different groups of people. These differences in effects are attributable to the groups having different prime associations. These results highlight the importance of understanding unique, personal associations to primes and suggest that segmentation is also important for predicting nonconsciously influenced choices. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • S. Christian Wheeler & Jonah Berger, 2007. "When the Same Prime Leads to Different Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(3), pages 357-368, July.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:3:p:357-368
    DOI: 10.1086/518547
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    Cited by:

    1. Wörfel, Philipp, 2021. "Unravelling the intellectual discourse of implicit consumer cognition: A bibliometric review," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    2. T. Poehlman & Ravi Dhar & John Bargh, 2016. "Sophisticated by Design: the Nonconscious Influence of Primed Concepts and Atmospheric Variables on Consumer Preferences," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 3(1), pages 48-61, March.
    3. Cauberghe, Verolien & De Pelsmacker, Patrick & Janssens, Wim, 2010. "Simultaneous exposure to a program and advertising content in an interactive context: Perceptual and semantic interference and reinforcement," Journal of Business Research, Elsevier, vol. 63(9-10), pages 972-978, September.
    4. Kim, Aekyoung, 2022. "The paradox in happiness sales: How can happiness primes backfire?," Journal of Business Research, Elsevier, vol. 146(C), pages 540-552.
    5. Liu, Elaine M. & Meng, Juanjuan & Wang, Joseph Tao-yi, 2014. "Confucianism and preferences: Evidence from lab experiments in Taiwan and China," Journal of Economic Behavior & Organization, Elsevier, vol. 104(C), pages 106-122.
    6. Kelly Haws & William Bearden & Utpal Dholakia, 2012. "Situational and trait interactions among goal orientations," Marketing Letters, Springer, vol. 23(1), pages 47-60, March.
    7. Luomala, Harri T. & Hellén, Katarina & Jokitalo, Maijastiina, 2018. "Dieting, priming, food meanings and (un)healthy choices: When shoppers fall for pleasure," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 305-311.
    8. Cecilia Boggio & Elsa Fornero & Henriette Prast & Jose Sanders, 2014. "Seven Ways to Knit Your Portfolio: Is Investor Communication Neutral?," CeRP Working Papers 140, Center for Research on Pensions and Welfare Policies, Turin (Italy).
    9. Klesse, Anne-Kathrin & Goukens, Caroline & Geyskens, Kelly & de Ruyter, Ko, 2012. "Repeated exposure to the thin ideal and implications for the self: Two weight loss program studies," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 355-362.
    10. Boggio, C. & Fornero, E. & Prast, H.M. & Sanders, J., 2015. "Seven Ways to Knit Your Portfolio : Is Investor Communication Neutral?," Other publications TiSEM 81e1098a-af2d-4107-a298-a, Tilburg University, School of Economics and Management.
    11. Christoph Ungemach & Adrian R. Camilleri & Eric J. Johnson & Richard P. Larrick & Elke U. Weber, 2018. "Translated Attributes as Choice Architecture: Aligning Objectives and Choices Through Decision Signposts," Management Science, INFORMS, vol. 64(5), pages 2445-2459, May.
    12. Vanessa Mertins & Susanne Warning, 2013. "Gender Differences in Responsiveness to a Homo Economicus Prime in the Gift-Exchange Game," IAAEU Discussion Papers 201309, Institute of Labour Law and Industrial Relations in the European Union (IAAEU).
    13. Jin-Ying Zhuang & Jia-Xi Wang, 2014. "Women Ornament Themselves for Intrasexual Competition near Ovulation, but for Intersexual Attraction in Luteal Phase," PLOS ONE, Public Library of Science, vol. 9(9), pages 1-10, September.
    14. Yellowlees Douglas & Samantha Miller, 2015. "Availability Bias Can Improve Women¡¯s Propensity to Negotiate," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 6(2), pages 86-95, March.
    15. Ravula, Prashanth & Bhatnagar, Amit & Gauri, Dinesh K, 2023. "Role of gender in the creation and persuasiveness of online reviews," Journal of Business Research, Elsevier, vol. 154(C).
    16. Dwight R. Merunka, 2013. "Reinterpreting cultural priming effects in cross-cultural consumer research," AMS Review, Springer;Academy of Marketing Science, vol. 3(4), pages 232-248, December.
    17. Chih-Chin Liang & Ngoc Ly Nguyen, 2018. "Marketing strategy of internet-banking service based on perceptions of service quality in Vietnam," Electronic Commerce Research, Springer, vol. 18(3), pages 629-646, September.
    18. LeBoeuf, Robyn A. & Shafir, Eldar & Bayuk, Julia Belyavsky, 2010. "The conflicting choices of alternating selves," Organizational Behavior and Human Decision Processes, Elsevier, vol. 111(1), pages 48-61, January.
    19. Liu, J., 2008. "Brand and automaticity," Other publications TiSEM dcbcb1b7-2089-429d-bdc1-8, Tilburg University, School of Economics and Management.

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