Are There Situations in Which Consumers Want to Be Primed?

We propose that sometimes people "want-to-be-primed" – that is, without explicit awareness or intent, people become more receptive to environmental influence. This occurs when people encounter marketing stimuli that they like, and decision contexts that are difficult. Through field and laboratory studies, we dissociate “wanting-to-be-primed” from losing self-control or experiencing cognitive-load.


Amy Dalton and Juliano Laran (2011) ,"Are There Situations in Which Consumers Want to Be Primed?", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 87-88.


Amy Dalton, HKUST, Hong Kong
Juliano Laran, University of Miami, USA


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


Self-Producer`s Journey: Identity Construction and Transformation in Self-Production

S. Sinem Atakan, Ozyegin University, Turkey
Mina Seraj, Ozyegin University, Turkey

Read More


How the Voice Persuades

Alex Van Zant, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA

Read More


Can Implicit Theory Influence Construal Level?

Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.