Prime Me If You Can: the Effect of Motivated Tuning on Susceptibility to Priming Procedures.

Sebastian Sadowski, University of Groningen, The Netherlands
Bob Fennis, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
This research examines whether a motivated tuning process (attentional tuning as a function of experiencing or anticipating losses or gains) influences the effectiveness of priming. The results demonstrate that experienced vs. anticipated losses (vs. gains) influence consumers┬┤ attentional scope and as such moderate the effect of goal-relevant priming procedures.
[ to cite ]:
Sebastian Sadowski, Bob Fennis, and Koert van Ittersum (2014) ,"Prime Me If You Can: the Effect of Motivated Tuning on Susceptibility to Priming Procedures.", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 808-808.