The Color of the Chameleon Depends on the Prime Type

Americus Reed II, The Wharton School, University of Pennsylvania, USA
Mark Forehand, University of Washington, USA
Andrew Perkins, Rice University, USA
When primes shift the consumer self-concept, behavior often assimilates toward the primed traits. These effects are typically larger for low self-monitors since these individuals rely more on internal beliefs and their behavior is therefore more influenced by changes to the self-concept. Although reduced self-monitoring increases the effect of self-concept changes on behavior, we argue that it may decrease sensitivity to primes, particularly primes social in nature. We present three experiments that support the contention that self-monitoring has opposing effects on prime sensitivity and subsequent behavioral expression.
[ to cite ]:
Americus Reed II, Mark Forehand, and Andrew Perkins (2010) ,"The Color of the Chameleon Depends on the Prime Type", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 41-44 .