Same Prime, Different Effects: Segmentation in Nonconscious Behavior Influence

S. Christian Wheeler, Stanford University, USA
Jonah Berger, Stanford University, USA
Three experiments demonstrate that the same primed construct (e.g., a formal event) has different effects on the subsequent choices of different groups of people (e.g., men and women). Further, these differences in prime effects are attributable to the different associations these groups have with the primed construct. These effects are demonstrated with three different primes and choice domains, and differences in effects are shown with both demographic (e.g., gender) and personality (e.g., extraversion) characteristics. These results highlight the importance of understanding unique, personal associations to primes and demonstrate that segmentation is also important for predicting more automatically driven choices.
[ to cite ]:
S. Christian Wheeler and Jonah Berger (2007) ,"Same Prime, Different Effects: Segmentation in Nonconscious Behavior Influence", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 155-160.