Can I Correct My Errors Without Knowing?: the Effect of Nonconscious Priming of a Target Attribute on Judgmental Errors

Ki Yeon Lee, University of Toronto, Canada
Andrew Mitchell, University of Toronto, Canada
Attribute substitution has been used to explain why people rely on heuristics and show judgmental biases. We examine and show that the subliminal priming of a target attribute can correct judgmental errors and this correction process elicited by nonconscious priming requires cognitive resources, which implies the involvement of reasoning.
[ to cite ]:
Ki Yeon Lee and Andrew Mitchell (2011) ,"Can I Correct My Errors Without Knowing?: the Effect of Nonconscious Priming of a Target Attribute on Judgmental Errors ", 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.