The Effects of Conceptual Priming on Stimulus-Based Choice

Using a DRM paradigm (Deese 1959; Roediger and McDermott 1995), two experiments explore the role of conceptual priming, in the form of exposure to meaningful brand-related cues, in stimulus-based choice. We demonstrate an effect on choice and argue that it is associated with increased accessibility, revealed by illusory recognition of competing, non-exposed brands. A beneficial choice effect occurs for strong brands of the primed product category, with an accompanying detriment to weak brands. This result is in contrast to prior research findings which imply that conceptual priming only impacts memory-based choice (Lee 2002). Our results call into question the need to differentiate effects of conceptual versus perceptual priming on choice.


Antonia Mantonakis and Carolyn Yoon (2009) ,"The Effects of Conceptual Priming on Stimulus-Based Choice", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 50-57.


Antonia Mantonakis, Brock University, Canada
Carolyn Yoon, University of Michigan


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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