It Takes the Chronic to Know the Prime: Understanding the True Benefits and Costs of Priming

Monika Lisjak, Northwestern University, USA
Angela Lee, Northwestern University, USA
Daniel C. Molden, Northwestern University, USA
Priming is widely used in consumer research to investigate how cognitions and goals influence behaviors. Research shows that constructs that are chronically accessible or temporarily enhanced invoke the same psychological processes. And researchers often rely on priming to provide unambiguous interpretations of their results. The present research suggests that priming goals may come at a cost. Three studies provide evidence that priming a motivational orientation that is inconsistent with an individual’s chronic orientation creates a disruptive experience that is cognitively depleting and undermines participants’ ability to resolve attentional conflict, exert attention, and engage in logical reasoning.
[ to cite ]:
Monika Lisjak, Angela Lee, and Daniel C. Molden (2010) ,"It Takes the Chronic to Know the Prime: Understanding the True Benefits and Costs of Priming", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 529-530 .