IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v17y1990i2p215-22.html
   My bibliography  Save this article

The Effects of Contextual Priming in Print Advertisements

Author

Listed:
  • Yi, Youjae

Abstract

This study investigated one particular way that contextual materials can affect the processing of ambiguous product information in print ads. It was proposed that prior exposure to contextual factors can prime certain product attributes and subsequently increase the likelihood that consumers interpret product information in terms of these activated attributes, thereby affecting the evaluation of the adverised brand. Two experiments were conducted to test the hypothesis, and the results demonstrated that specific attributes relevant to evaluating the advertised brand varied in their acessibility as a function of the context and that these variations influenced brand attitudes. Copyright 1990 by the University of Chicago.

Suggested Citation

  • Yi, Youjae, 1990. "The Effects of Contextual Priming in Print Advertisements," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 215-222, September.
    • Handle: RePEc:oup:jconrs:v:17:y:1990:i:2:p:215-22
    DOI: 10.1086/208551
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/208551
    Download Restriction: no
    File URL: https://libkey.io/10.1086/208551?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Wang, Shih-Ching & Lang, Mark, 2015. "The effects of special displays on shopping behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 125-132.
    2. T. Faseur & M. Geuens, 2004. "Different Positive Feelings Leading to Different Ad Evaluations: The Case of Cosiness, Excitement and Romance," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 04/280, Ghent University, Faculty of Economics and Business Administration.
    3. Tang, Yangyi (Eric) & Tsang, Alex S.L., 2020. "Inspire me to purchase: Consumers’ personal control and preference for underdog brand positioning," Journal of Business Research, Elsevier, vol. 115(C), pages 101-109.
    4. WeiChung Huang & LiChung Jen, 2020. "Color Place Marketing—The Role of Atmospheric Colors on Place Product Association and Consumer Choices in Luoyang, China," Sustainability, MDPI, vol. 12(23), pages 1-20, November.
    5. Joon Sung Lee & Dae Hee Kwak, 2016. "Consumers’ Responses to Public Figures’ Transgression: Moral Reasoning Strategies and Implications for Endorsed Brands," Journal of Business Ethics, Springer, vol. 137(1), pages 101-113, August.
    6. Poncin, Ingrid & Pieters, Rik & Ambaye, Michele, 2006. "Cross-advertisement affectivity: The influence of similarity between commercials and processing modes of consumers on advertising processing," Journal of Business Research, Elsevier, vol. 59(6), pages 745-754, June.
    7. Brian M. Mills & Dae Hee Kwak & Joon Sung Lee & Woo-Young Lee, 2014. "Competitive environments in fantasy sports gaming: effects of entry fees and rewards on opposition quality and league sorting," International Gambling Studies, Taylor & Francis Journals, vol. 14(1), pages 161-180, August.
    8. Lee, Joon Sung & Babiak, Katherine, 2019. "Does your left hand know what your right hand is doing? Impacts of athletes’ pre-transgression philanthropic behavior on consumer post-transgression evaluation," Sport Management Review, Elsevier, vol. 22(4), pages 553-565.
    9. Koo, Jieun & Suk, Kwanho, 2020. "Is $0 Better than Free? Consumer Response to “$0” versus “Free” Framing of a Free Promotion," Journal of Retailing, Elsevier, vol. 96(3), pages 383-396.
    10. Raman, Shyam & Kriner, Douglas & Ziebarth, Nicolas & Simon, Kosali & Kreps, Sarah, 2022. "COVID-19 booster uptake among US adults: Assessing the impact of vaccine attributes, incentives, and context in a choice-based experiment," Social Science & Medicine, Elsevier, vol. 310(C).
    11. P. De Pelsmacker & M. Geuens & P. Anckaert, 2002. "Media context and advertising effectiveness: The role of context appreciation and context-ad similarity," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 02/162, Ghent University, Faculty of Economics and Business Administration.
    12. Jack Walker, H. & Feild, Hubert S. & Giles, William F. & Bernerth, Jeremy B. & Short, Jeremy C., 2011. "So what do you think of the organization? A contextual priming explanation for recruitment Web site characteristics as antecedents of job seekers' organizational image perceptions," Organizational Behavior and Human Decision Processes, Elsevier, vol. 114(2), pages 165-178, March.
    13. Ajzenman, Nicolas & López Bóo, Florencia, 2019. "Lessons from Behavioral Economics to Improve Treatment Adherence in Parenting Programs: An Application to SMS," IZA Discussion Papers 12808, Institute of Labor Economics (IZA).
    14. Lee, Joon Sung & Kwak, Dae Hee & Bagozzi, Richard P., 2021. "Cultural cognition and endorser scandal: Impact of consumer information processing mode on moral judgment in the endorsement context," Journal of Business Research, Elsevier, vol. 132(C), pages 906-917.
    15. Liu, J., 2008. "Brand and automaticity," Other publications TiSEM dcbcb1b7-2089-429d-bdc1-8, Tilburg University, School of Economics and Management.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:17:y:1990:i:2:p:215-22. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.