Individual Susceptibility to Priming Effects

Stacy L. Wood, University of South Carolina, USA
Catherine Poynor, University of South Carolina, USA
Tanya Chartrand, Duke University, USA
Could some people be more susceptible to subliminal primes or advertising? Priming effects have been robustly demonstrated in a diverse range of evaluative and behavioral phenomenon. Yet observed variance suggests that individual differences in susceptibility to priming may exist. We posit that person-specific variance may occur via two paths: attention to the environment and associative processing. Two studies find support for our hypotheses. Additionally, we develop a Susceptibility to Priming (STP) scale that can be used to explain variance in priming effect size. Interestingly, the people most susceptible to priming are not those who are generally regarded as vulnerable to persuasion attempts.
[ to cite ]:
Stacy L. Wood, Catherine Poynor, and Tanya Chartrand (2007) ,"Individual Susceptibility to Priming Effects", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 585-586.