| Journal: | BAR - Brazilian Administration Review |
| Database: | |
| System number: | 000552933 |
| ISSN: | 1807-7692 |
| Authors: | Nicolao, Leonardo1 Yorkston, Eric2 Brocato, Deanne3 Brei, Vinicius Andrade1 |
| Institutions: | 1Universidade Federal do Rio Grande do Sul, Rio Grande do Sul. Brasil 2Texas Christian University, Texas. Estados Unidos 3Utah State University, Utah. Estados Unidos |
| Year: | 2016 |
| Season: | Ene-Mar |
| Volumen: | 13 |
| Number: | 1 |
| Pages: | 19-32 |
| Country: | Brasil |
| Language: | Inglés |
| English abstract | 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. |
| Disciplines: | Economía |
| Keyword: | Condiciones económicas |
| Keyword: | Consumer decision process, Positive marketing, Priming, awareness, Analytic versus holistic thinking, Economic conditions |
| Full text: | Texto completo (Ver HTML) Texto completo (Ver PDF) |
