Contextual Priming:The Effects of Recent and Frequent Priming on Consumers'' Brand Perceptions in Print Advertisements

• Main Authors: Fang-Chi Lu, 呂芳綺
• Other Authors: 簡怡雯
• Format: Others
• Language: en_US
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/84431810868564973799

碩士 === 國立臺灣大學 === 商學研究所 === 93 === The present study applied one theory in social psychology to consumers’ behaviors in marketing domain. This study examined the relationship between recent priming and frequent priming and their relative effects under different interstimulus time delay (brief or long) on consumers’ brand judgments under the context of print advertisements. The results showed that when alternative constructs (high prestige and low prestige) for characterizing an stimulus were both made accessible by being either frequently or most recently primed, consumers would categorize the target product in terms of most recently primed if the target appeared almost immediately after final priming, but they would categorize the target in terms of frequently primed construct (high prestige) if there was sufficient delay between final prime and target presentation. In addition, this study also examined the factors determining the directions of priming effects. Two factors (range overlap between prime and target, and ambiguity of target) were introduced in the same time. The results showed that it was whether there was range overlap between prime and target to determine whether assimilation effect or contrast effect occurred. When there is range overlap between target and prime, the prime was perceived to be similar to the target and would be used to interpret the target and assimilation effect occurred; however, when there was no range overlap, the prime and target was perceived dissimilar and the prime will be used as a comparison standard and the judgments of the target and contrast effect occurred. Finally, two kinds of target (real or fictitious brand) were used, and the results showed that there is no difference between them. The research is attempted to provide implications to marketing executives by better understanding the underlying procedure and mechanism of priming effect.