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Context-Dependent Effects of Goal Primes

Author

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  • Juliano Laran
  • Chris Janiszewski
  • Marcus Cunha Jr.

Abstract

We provide evidence that goal priming effects are context dependent. We show that goal primes encourage prime-consistent behavior when the behavioral context is common and prime-inconsistent behavior when the behavioral context is uncommon. While the prime-consistent behavior is compatible with existing theory, the prime-inconsistent behavior poses a theoretical challenge. We argue that uncommon behavioral contexts encourage the release of a primed goal and, as a consequence, an increase in the relative activation of information inconsistent with the primed goal and prime-inconsistent behavior. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Juliano Laran & Chris Janiszewski & Marcus Cunha Jr., 2008. "Context-Dependent Effects of Goal Primes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(4), pages 653-667, September.
    • Handle: RePEc:oup:jconrs:v:35:y:2008:i:4:p:653-667
    DOI: 10.1086/592127
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    Cited by:

    1. Simon Blanchard & Wayne DeSarbo, 2013. "A New Zero-Inflated Negative Binomial Methodology for Latent Category Identification," Psychometrika, Springer;The Psychometric Society, vol. 78(2), pages 322-340, April.
    2. Chen Wang & Yanliu Huang & Vicki MorwitzEditor & Stijn van OsselaerAssociate Editor, 2018. "“I Want to Know the Answer! Give Me Fish ’n’ Chips!”: The Impact of Curiosity on Indulgent Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 1052-1067.
    3. Michael Barone & Karen Winterich, 2016. "Does Green Make You Greedy or Does it Make You Go Green? The Influence of Green Color Primes on Consumers’ Promotion Preferences," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 3(1), pages 3-10, March.
    4. Long, James H. & Basoglu, K. Asli, 2016. "The impact of task interruption on tax accountants' professional judgment," Accounting, Organizations and Society, Elsevier, vol. 55(C), pages 96-113.
    5. Michael J. Barone & Karen Page Winterich, 2016. "Does Green Make You Greedy or Does it Make You Go Green? The Influence of Green Color Primes on Consumers’ Promotion Preferences," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 3(1), pages 3-10, March.

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