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Priming Price: Prior Knowledge and Context Effects

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  • Herr, Paul M
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    Abstract

    Category priming has recently stirred the interest of judgment researchers. By unobtrusively presenting exemplars of a category, that category becomes temporarily more accessible from memory and more likely to be used subsequently in processing new information. This research extends work in cognitive and social psychology to consumer judgments. The two studies presented here examine conditions under which cognitive categories of price may be primed and the resulting effects on product judgment. The results also suggest that these effects are influenced by individual difference in consumer knowledge. Copyright 1989 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 16 (1989)
    Issue (Month): 1 (June)
    Pages: 67-75

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    Handle: RePEc:ucp:jconrs:v:16:y:1989:i:1:p:67-75

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Huber, Odilo W., 2011. "Frequency of price increases and perceived inflation. An experimental investigation," Journal of Economic Psychology, Elsevier, vol. 32(5), pages 651-661.
    2. Jack Walker, H. & Feild, Hubert S. & Giles, William F. & Bernerth, Jeremy B. & Short, Jeremy C., 2011. "So what do you think of the organization? A contextual priming explanation for recruitment Web site characteristics as antecedents of job seekers' organizational image perceptions," Organizational Behavior and Human Decision Processes, Elsevier, vol. 114(2), pages 165-178, March.
    3. Lee, Seung Hwan (Mark), 2014. "The role of consumers' network positions on information-seeking behavior of experts and novices: A power perspective," Journal of Business Research, Elsevier, vol. 67(1), pages 2853-2859.
    4. Béatrice Parguel & Florence Benoît-Moreau, 2008. "Le rôle de la réputation sociétale de l'enseigne dans la construction du capital-marque par la communication sociétale : une approche par la théorie de l'attribution," Post-Print halshs-00271737, HAL.
    5. P. De Pelsmacker & M. Geuens & P. Anckaert, 2002. "Media context and advertising effectiveness: The role of context appreciation and context-ad similarity," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 02/162, Ghent University, Faculty of Economics and Business Administration.
    6. Moore, Don A., 1999. "Order Effects in Preference Judgments: Evidence for Context Dependence in the Generation of Preferences, ," Organizational Behavior and Human Decision Processes, Elsevier, vol. 78(2), pages 146-165, May.
    7. S. Steenhaut & P. Van Kenhove, 2006. "The Emotional Experience of Guilt in Ethically Questionable Consumer Situations," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 06/381, Ghent University, Faculty of Economics and Business Administration.
    8. 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.
    9. Larceneux, Fabrice & Benoît-Moreau, Florence & Parguel, Béatrice, 2011. "How Sustainability Ratings Might Deter “Greenwashing”: A Closer Look at Ethical Corporate Communication," Economics Papers from University Paris Dauphine 123456789/4687, Paris Dauphine University.
    10. Kirmani, Amna & Lee, Michelle P. & Yoon, Carolyn, 2004. "Procedural priming effects on spontaneous inference formation," Journal of Economic Psychology, Elsevier, vol. 25(6), pages 859-875, December.
    11. Béatrice Parguel & Florence Benoît-Moreau & Fabrice Larceneux, 2011. "How Sustainability Ratings Might Deter ‘Greenwashing’: A Closer Look at Ethical Corporate Communication," Journal of Business Ethics, Springer, vol. 102(1), pages 15-28, August.

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