Subliminal Prime-To-Behavior Effects

Two experiments show that subliminal priming of goals and traits influence consumption behavior in goal-consistent and trait-consistent ways. Subliminal goal primes are influential when the goal is already active, regardless of differences in self-monitoring. Subliminal trait primes are influential when self-monitoring is high rather than low, regardless of goal activation.



Citation:

Hélène Deval, Bruce E. Pfeiffer, and Frank R. Kardes (2011) ,"Subliminal Prime-To-Behavior Effects", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Hélène Deval, Dalhousie University, Canada
Bruce E. Pfeiffer, University of New Hampshire, USA
Frank R. Kardes, University of Cincinnati, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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