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

Share Proceeding

Featured papers

See More


Dimming the Light Offers A Creative Lens: The Impact of Ambient Illuminance on Creativity Assessment

Chen Wang, Drexel University, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Rui (Juliet) Zhu, Cheung Kong Graduate School of Business, China
Jennifer Argo, University of Alberta, Canada

Read More


R1. How Consumers Deal With Brand Failure-An Individual Differences Approach

Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University

Read More


D5. Bragging about Effort? Personal Effort Decreases Word-of-Mouth

JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic 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.