Are There Situations in Which Consumers Want to Be Primed?

Amy Dalton, HKUST, Hong Kong
Juliano Laran, University of Miami, USA
We propose that sometimes people "want-to-be-primed" – that is, without explicit awareness or intent, people become more receptive to environmental influence. This occurs when people encounter marketing stimuli that they like, and decision contexts that are difficult. Through field and laboratory studies, we dissociate “wanting-to-be-primed” from losing self-control or experiencing cognitive-load.
[ to cite ]:
Amy Dalton and Juliano Laran (2011) ,"Are There Situations in Which Consumers Want to Be Primed?", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 87-88.