Unraveling Priming : When Does the Same Prime Activate a Goal versus a Trait ?

@inproceedings{Sela2009UnravelingP,
  title={Unraveling Priming : When Does the Same Prime Activate a Goal versus a Trait ?},
  author={Aner Sela and Baba Shiv},
  year={2009}
}
Consumers are constantly exposed to subtle situational cues that can influence behavior by priming either goals or “mere” semantic representations such as personality traits. However, little is known about when exactly such priming leads to goal activation, which can have enduring behavioral effects, and when the same prime leads to semantic activation, characterized by short-lived effects. This research proposes an activation-striving model, which proposes that behavioral effects of primes are… CONTINUE READING

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When the Same Prime Leads to Different Effects,

  • Wheeler, S. Christian, Jonah Berger
  • Journal of Consumer Research,
  • 2007
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