Individual Susceptibility to Priming Effects

Could some people be more susceptible to subliminal primes or advertising? Priming effects have been robustly demonstrated in a diverse range of evaluative and behavioral phenomenon. Yet observed variance suggests that individual differences in susceptibility to priming may exist. We posit that person-specific variance may occur via two paths: attention to the environment and associative processing. Two studies find support for our hypotheses. Additionally, we develop a Susceptibility to Priming (STP) scale that can be used to explain variance in priming effect size. Interestingly, the people most susceptible to priming are not those who are generally regarded as vulnerable to persuasion attempts.


Stacy L. Wood, Catherine Poynor, and Tanya Chartrand (2007) ,"Individual Susceptibility to Priming Effects", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 585-586.


Stacy L. Wood, University of South Carolina, USA
Catherine Poynor, University of South Carolina, USA
Tanya Chartrand, Duke University, USA


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Tattoo: A Perspective Beyond Estethics

Luana C. Moraes, Universidade de Sao Paulo
Gabriela L. Pinheiro, Universidade de Sao Paulo
Nathalia S. Arthur, Universidade de Sao Paulo
Eliani C. Flores, Universidad Catolica del Peru
Jose Mauro C. Hernandez, Centro Universitário FEI

Read More


Using a Meta-Analysis to Unravel Relative Importance of Postulated Explanations for the Endowment Effect

Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
David J. Curry, University of Cincinnati, USA

Read More


A Penny for Self-disgust: The Effects of Favorable Review Reward on Consumers Behavior

Qingqing Guo, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University
Bing Han, Shanghai Jiao Tong University

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.