Context-dependent effects of goal primes

Juliano Laran, Chris Janiszewski, Marcus Cunha

Research output: Contribution to journalArticle

34 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)653-667
Number of pages15
JournalJournal of Consumer Research
Volume35
Issue number4
DOIs
StatePublished - Dec 1 2008

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

Fingerprint Dive into the research topics of 'Context-dependent effects of goal primes'. Together they form a unique fingerprint.

  • Cite this