Subliminal Prime-To-Behavior Effects

Hélène Deval, Dalhousie University, Canada
Bruce E. Pfeiffer, University of New Hampshire, USA
Frank R. Kardes, University of Cincinnati, USA
Two experiments show that subliminal priming of goals and traits influence consumption behavior in goal-consistent and trait-consistent ways. Subliminal goal primes are influential when the goal is already active, regardless of differences in self-monitoring. Subliminal trait primes are influential when self-monitoring is high rather than low, regardless of goal activation.
[ to cite ]:
Hélène Deval, Bruce E. Pfeiffer, and Frank R. Kardes (2011) ,"Subliminal Prime-To-Behavior Effects", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.