Effects of Specific, Nonconscious Emotion Primes on Behavior
Current nonconscious emotion priming research considers positively versus negatively valenced affect. We demonstrate that specific, equally valenced subliminal emotion primes can remain unavailable to conscious awareness and affect behavior. In experiments 1 & 2 participants subliminally primed with a guilty emotion show lower indulgence and more helping than participants subliminally primed with a sad emotion. Participants in different emotion prime conditions show no differences in subjective emotion ratings and are unaware of the primes. Experiments 3 and 4 added a time delay manipulation and replicated these findings, suggesting that the nonconscious emotion prime effects found in this research are goal-driven.
Yael Zemack-Rugar and James R. Bettman (2007) ,"Effects of Specific, Nonconscious Emotion Primes on Behavior", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 583-585.
Yael Zemack-Rugar, Virginia Tech, USA
James R. Bettman, Duke University, USA
NA - Advances in Consumer Research Volume 34 | 2007
Names Are the Mirrors of the Soul: The Role of Possessive Brand Names in Brand Evaluations
Marina Puzakova, Lehigh University
Mansur Khamitov, Nanyang Technological University, Singapore
What’s Your Construct? Exploring the Different Definitions and Operationalizations of Scarcity
Kelly Goldsmith, Vanderbilt University, USA
Rebecca Hamilton, Georgetown University, USA
Caroline Roux, Concordia University, Canada
meng zhu, Johns Hopkins University
The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo
Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark