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: | Repositório Institucional da UFRGS |
Texto Completo: | http://hdl.handle.net/10183/149150 |
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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Nicolao, LeonardoYorkston, EricBrocato, DeanneBrei, Vinícius Andrade2016-10-20T02:23:37Z20161807-7692http://hdl.handle.net/10183/149150001004467Through 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.application/pdfengBAR. Brazilian Administration Review. Curitiba, PR. Vol. 13, n. 1 (Jan./Mar. 2016), p. 19-32ConsumidorComportamento do consumidorProcesso de decisãoConsumer decision processPositive marketingPriming, awarenessAnalytic versus holistic thinkingImproving consumer decisions : the conscious use of primes as performance enhancersinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/otherinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFRGSinstname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSORIGINAL001004467.pdf001004467.pdfTexto completo (inglês)application/pdf355137http://www.lume.ufrgs.br/bitstream/10183/149150/1/001004467.pdffe087fbedfa67abafd0de0696382cb88MD51TEXT001004467.pdf.txt001004467.pdf.txtExtracted Texttext/plain43440http://www.lume.ufrgs.br/bitstream/10183/149150/2/001004467.pdf.txt3c9947667c1178f10cb0e4820da9aefcMD52THUMBNAIL001004467.pdf.jpg001004467.pdf.jpgGenerated Thumbnailimage/jpeg1275http://www.lume.ufrgs.br/bitstream/10183/149150/3/001004467.pdf.jpg4066071014fbb551a8b0fc7c690b3303MD5310183/1491502018-10-29 09:15:10.46oai:www.lume.ufrgs.br:10183/149150Repositório de PublicaçõesPUBhttps://lume.ufrgs.br/oai/requestopendoar:2018-10-29T12:15:10Repositório Institucional da UFRGS - Universidade Federal do Rio Grande do Sul (UFRGS)false |
dc.title.pt_BR.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 Consumidor Comportamento do consumidor Processo de decisão 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, Vinícius Andrade |
author_role |
author |
author2 |
Yorkston, Eric Brocato, Deanne Brei, Vinícius Andrade |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Nicolao, Leonardo Yorkston, Eric Brocato, Deanne Brei, Vinícius Andrade |
dc.subject.por.fl_str_mv |
Consumidor Comportamento do consumidor Processo de decisão |
topic |
Consumidor Comportamento do consumidor Processo de decisão Consumer decision process Positive marketing Priming, awareness Analytic versus holistic thinking |
dc.subject.eng.fl_str_mv |
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.accessioned.fl_str_mv |
2016-10-20T02:23:37Z |
dc.date.issued.fl_str_mv |
2016 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/other |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10183/149150 |
dc.identifier.issn.pt_BR.fl_str_mv |
1807-7692 |
dc.identifier.nrb.pt_BR.fl_str_mv |
001004467 |
identifier_str_mv |
1807-7692 001004467 |
url |
http://hdl.handle.net/10183/149150 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.ispartof.pt_BR.fl_str_mv |
BAR. Brazilian Administration Review. Curitiba, PR. Vol. 13, n. 1 (Jan./Mar. 2016), p. 19-32 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
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application/pdf |
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