Improving Consumer Decisions: The Conscious Use of Primes as Performance Enhancers
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | BAR - Brazilian Administration Review |
Texto Completo: | http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922016000100003 |
Resumo: | Through this article we examine ways through which consumers can take advantage of marketers' priming attempts and make better decisions. Specifically, we investigate what happens when individuals are made aware of primes that may potentially improve their performance. Using an Embedded Figures Test, we demonstrate that individuals can be consciously primed into an analytic thinking mindset and perform better when they believe that the prime will enhance performance. Individuals are able to successfully ignore the prime when they believe that the prime hinders performance. Utilizing both holistic and analytic primes and by alternating the valence of the prime's potential outcome, we are able to disentangle the conscious effects of primes from demand effects. We discuss how these findings may lead to and suggest avenues for future research. |
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Improving Consumer Decisions: The Conscious Use of Primes as Performance Enhancersconsumer decision processpositive marketingpriming, awarenessanalytic versus holistic thinkingThrough this article we examine ways through which consumers can take advantage of marketers' priming attempts and make better decisions. Specifically, we investigate what happens when individuals are made aware of primes that may potentially improve their performance. Using an Embedded Figures Test, we demonstrate that individuals can be consciously primed into an analytic thinking mindset and perform better when they believe that the prime will enhance performance. Individuals are able to successfully ignore the prime when they believe that the prime hinders performance. Utilizing both holistic and analytic primes and by alternating the valence of the prime's potential outcome, we are able to disentangle the conscious effects of primes from demand effects. We discuss how these findings may lead to and suggest avenues for future research.ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração2016-03-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922016000100003BAR - Brazilian Administration Review v.13 n.1 2016reponame:BAR - Brazilian Administration Reviewinstname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)instacron:ANPAD10.1590/1807-7692bar2016160020info:eu-repo/semantics/openAccessNicolao,LeonardoYorkston,EricBrocato,DeanneBrei,Vinicius Andradeeng2016-05-18T00:00:00Zoai:scielo:S1807-76922016000100003Revistahttp://www.scielo.br/scielo.php?script=sci_serial&pid=1807-7692&lng=pt&nrm=isohttps://old.scielo.br/oai/scielo-oai.php||bar@anpad.org.br1807-76921807-7692opendoar:2016-05-18T00:00BAR - Brazilian Administration Review - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)false |
dc.title.none.fl_str_mv |
Improving Consumer Decisions: The Conscious Use of Primes as Performance Enhancers |
title |
Improving Consumer Decisions: The Conscious Use of Primes as Performance Enhancers |
spellingShingle |
Improving Consumer Decisions: The Conscious Use of Primes as Performance Enhancers Nicolao,Leonardo consumer decision process positive marketing priming, awareness analytic versus holistic thinking |
title_short |
Improving Consumer Decisions: The Conscious Use of Primes as Performance Enhancers |
title_full |
Improving Consumer Decisions: The Conscious Use of Primes as Performance Enhancers |
title_fullStr |
Improving Consumer Decisions: The Conscious Use of Primes as Performance Enhancers |
title_full_unstemmed |
Improving Consumer Decisions: The Conscious Use of Primes as Performance Enhancers |
title_sort |
Improving Consumer Decisions: The Conscious Use of Primes as Performance Enhancers |
author |
Nicolao,Leonardo |
author_facet |
Nicolao,Leonardo Yorkston,Eric Brocato,Deanne Brei,Vinicius Andrade |
author_role |
author |
author2 |
Yorkston,Eric Brocato,Deanne Brei,Vinicius Andrade |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Nicolao,Leonardo Yorkston,Eric Brocato,Deanne Brei,Vinicius Andrade |
dc.subject.por.fl_str_mv |
consumer decision process positive marketing priming, awareness analytic versus holistic thinking |
topic |
consumer decision process positive marketing priming, awareness analytic versus holistic thinking |
description |
Through this article we examine ways through which consumers can take advantage of marketers' priming attempts and make better decisions. Specifically, we investigate what happens when individuals are made aware of primes that may potentially improve their performance. Using an Embedded Figures Test, we demonstrate that individuals can be consciously primed into an analytic thinking mindset and perform better when they believe that the prime will enhance performance. Individuals are able to successfully ignore the prime when they believe that the prime hinders performance. Utilizing both holistic and analytic primes and by alternating the valence of the prime's potential outcome, we are able to disentangle the conscious effects of primes from demand effects. We discuss how these findings may lead to and suggest avenues for future research. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-03-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922016000100003 |
url |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922016000100003 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
10.1590/1807-7692bar2016160020 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração |
publisher.none.fl_str_mv |
ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração |
dc.source.none.fl_str_mv |
BAR - Brazilian Administration Review v.13 n.1 2016 reponame:BAR - Brazilian Administration Review instname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) instacron:ANPAD |
instname_str |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
instacron_str |
ANPAD |
institution |
ANPAD |
reponame_str |
BAR - Brazilian Administration Review |
collection |
BAR - Brazilian Administration Review |
repository.name.fl_str_mv |
BAR - Brazilian Administration Review - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
repository.mail.fl_str_mv |
||bar@anpad.org.br |
_version_ |
1754209123778428928 |