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Psychology of Marketing & Advertising (Fach) / Chapter 3: 2 Priming (Lektion)
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- Priming Definition Technique to demonstrate distinction between explicit and implicit memory Exposure to an object/concept in one context increases accessibility of mental representation of that object/concept in mind The activated or primed object/concept influences later decisions without our awareness
- Priming Standard Expeirment Prime: positive or negative traits 'Reckless’, ‘stubborn’, vs. ‘persistent’, ‘independent’ Target: vague description of “Donald” described as ‘always in search of adventure’ Results: When primed with negative traits, participants were more likely to see Donald in a negative light
- Priming Experiment in consumer context Prime: 4 conditions (puzzles) • Very expensive / Moderately expensive /Moderately inexpensive / Very inexpensive Target: Then shown ad of either: Ambiguous or unambiguous car Results: • Assimilation effects for ambiguous ad (e.g., car rated as more expensive if ‘prime=expensive’) • Contrast effects for unambiguous ad (e.g., car rated as cheaper if ‘prime=expensive’)
- Supraliminal priming – Priming is part of a conscious task, but participants are not aware of the connection between the priming and the target task Example: the previous two studies (with ad or descripiton)
- Subliminal priming – Priming stimuli presented so briefly that remains unnoticed / beyond participants’ awareness – Usually 20-40 milliseconds
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