When the Same Prime Leads to Different Effects

S. Christian Wheeler, Jonah Berger
2007 Journal of Consumer Research  
Research on priming effects has shown that primes with widely shared associations (i.e., stereotypes) affect the subsequent behavior of people in consistent ways (i.e., acting stereotypically). In this article, we present two experiments that show that the same primed construct can have different effects on the subsequent choices of different groups of people. These differences in effects are attributable to the groups having different prime associations. These results highlight the importance
more » ... f understanding unique, personal associations to primes and suggest that segmentation is also important for predicting nonconsciously influenced choices.
doi:10.1086/518547 fatcat:nxhhjcgtj5gnfpd2yxa2mckh5a