Context-dependent effects of goal primes

Juliano Laran, Chris Janiszewski, Marcus Cunha

Research output: Contribution to journalArticlepeer-review

34 Scopus citations


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
Issue number4
StatePublished - Dec 2008

ASJC Scopus subject areas

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


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