Context-Dependent Effects of Goal Primes
We provide evidence that goal priming effects are context dependent. We show that goal primes encourage prime-consistent behavior when the behavioral context is common and prime-inconsistent behavior when the behavioral context is uncommon. While the prime-consistent behavior is compatible with existing theory, the prime-inconsistent behavior poses a theoretical challenge. We argue that uncommon behavioral contexts encourage the release of a primed goal and, as a consequence, an increase in the relative activation of information inconsistent with the primed goal and prime-inconsistent behavior. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..
Year of publication: |
2008
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Authors: | Laran, Juliano ; Janiszewski, Chris ; Marcus Cunha Jr. |
Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 35.2008, 4, p. 653-667
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Publisher: |
University of Chicago Press |
Saved in:
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