The Color of the Chameleon Depends on the Prime Type

When primes shift the consumer self-concept, behavior often assimilates toward the primed traits. These effects are typically larger for low self-monitors since these individuals rely more on internal beliefs and their behavior is therefore more influenced by changes to the self-concept. Although reduced self-monitoring increases the effect of self-concept changes on behavior, we argue that it may decrease sensitivity to primes, particularly primes social in nature. We present three experiments that support the contention that self-monitoring has opposing effects on prime sensitivity and subsequent behavioral expression.



Citation:

Americus Reed II, Mark Forehand, and Andrew Perkins (2010) ,"The Color of the Chameleon Depends on the Prime Type", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 41-44 .

Authors

Americus Reed II, The Wharton School, University of Pennsylvania, USA
Mark Forehand, University of Washington, USA
Andrew Perkins, Rice University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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