Influencing Willingness to Pay By Supraliminally Priming the Concept of Honesty
Previous research has shown that priming can be used to influence peoples’ perception, evaluations, motivations, and even behavior. Most of these studies have been conducted using laboratory experiments. We examined whether supraliminal priming can be effectively applied to affect peoples’ behavior in a real consumption situation. In an experiment to test if supraliminally priming the concept of honesty via “mirrored words” influences peoples’ behavior, we found that users of a toilet contributed significantly more money for using the bathroom when being primed with the concept of honesty than when that concept had not been primed. Implications and ethical considerations are discussed.
Robert Schorn and Barbara Maurhart (2009) ,"Influencing Willingness to Pay By Supraliminally Priming the Concept of Honesty", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 463-466.
Robert Schorn, University of Innsbruck, Austria
Barbara Maurhart, University of Innsbruck, Austria
NA - Advances in Consumer Research Volume 36 | 2009
How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption
Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College
J11. The Myth of Return – Success or Failure? Consumer Identity and Belonging in the Case of Repatriate Migrants
Sonja N. Kralj, University of Augsburg, Germany
Michael Paul, University of Augsburg, Germany
Give Me Something of Yours: The Downside of Digital (vs. Physical) Exchanges
Anne Wilson, Harvard Business School, USA
Shelle Santana, Harvard Business School, USA
Neeru Paharia, Georgetown University, USA