Individual Susceptibility to Priming Effects

Stacy Wood, University of South Carolina, USA
Cait Poynor, University of Pittsburgh, USA
Tanya Chartrand, Duke University, USA
We suggest that individuals with high cognitive capacities in attention and associative thinking may be more strongly influenced by primes. We demonstrate the efficacy of our proposed 6-item Susceptibility-to-Priming index in explaining magnitude of priming effects, thus contributing theoretical insight into the priming mechanism, policy-relevant insight regarding the use of priming stimuli, and an important empirical tool.
[ to cite ]:
Stacy Wood, Cait Poynor, and Tanya Chartrand (2011) ,"Individual Susceptibility to Priming 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.