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Procedural Priming and Consumer Judgments: Effects on the Impact of Positively and Negatively Valenced Information

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  • Hao Shen
  • Robert S. Wyer Jr.

Abstract

The cognitive procedure that people use to search for information about a product is influenced by the ease with which it comes to mind. Unrelated experiences can activate a search process that governs the order in which favorable and unfavorable product descriptions are identified and the evaluations that are made on the basis of them. Five experiments examined the conditions in which these effects occur. The effects of priming a search strategy on the attention to positively or negatively valenced information are diametrically opposite to the effects of the semantic (e.g., attribute) concepts that are called to mind in the course of activating this strategy. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Hao Shen & Robert S. Wyer Jr., 2008. "Procedural Priming and Consumer Judgments: Effects on the Impact of Positively and Negatively Valenced Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(5), pages 727-737, October.
    • Handle: RePEc:oup:jconrs:v:34:y:2008:i:5:p:727-737
    DOI: 10.1086/523292
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    Cited by:

    1. Francine Espinoza Petersen, 2012. "When do consumers indulge in luxury? Emotional certainty signals when to indulge to regulate affect," ESMT Research Working Papers ESMT-12-06, ESMT European School of Management and Technology.
    2. Rainer Olbrich & Hans Christian Jansen & Benedikt Teller, 2016. "Quantifying Anti-Consumption of Private Labels and National Brands: Impacts of Poor Test Ratings on Consumer Purchases," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 145-165, March.
    3. Olbrich, Rainer & Jansen, Hans Christian & Hundt, Michael, 2017. "Effects of pricing strategies and product quality on private label and national brand performance," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 294-301.
    4. Ostinelli, Massimiliano & Böckenholt, Ulf, 2017. "Overcoming lower imagery ability through process priming," International Journal of Research in Marketing, Elsevier, vol. 34(4), pages 799-812.
    5. (Grace) Chae, Boyoun & Yoon, Sangsuk & Baskin, Ernest & (Juliet) Zhu, Rui, 2023. "The lasting smell of temptation: Counteractive effects of indulgent food scents," Journal of Business Research, Elsevier, vol. 155(PA).

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