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Procedural Priming and Consumer Judgments: Effects on the Impact of Positively and Negatively Valenced Information

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  • Hao Shen
  • Robert S. Wyer Jr.
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    Abstract

    The cognitive procedure that people use to search for information about a product is influenced by the ease with which it comes to mind. Unrelated experiences can activate a search process that governs the order in which favorable and unfavorable product descriptions are identified and the evaluations that are made on the basis of them. Five experiments examined the conditions in which these effects occur. The effects of priming a search strategy on the attention to positively or negatively valenced information are diametrically opposite to the effects of the semantic (e.g., attribute) concepts that are called to mind in the course of activating this strategy. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/523292
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    Bibliographic Info

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

    Volume (Year): 34 (2008)
    Issue (Month): 5 (October)
    Pages: 727-737

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    Handle: RePEc:ucp:jconrs:v:34:y:2008:i:5:p:727-737

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

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    Cited by:
    1. Francine Espinoza Petersen, 2012. "When do consumers indulge in luxury? Emotional certainty signals when to indulge to regulate affect," ESMT Research Working Papers ESMT-12-06, ESMT European School of Management and Technology.

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