Featured Research

from universities, journals, and other organizations

Not Buying It: Marketing Messages May Not Work In Uncommon Situations

Date:
September 15, 2008
Source:
University of Chicago Press Journals
Summary:
Marketers like to talk about "priming" goals -- or sending subtle messages to encourage consumption. For example, thirsty people who encounter ads related to thirst tend to buy more beverages. But a surprising new study reveals that goal priming can backfire, especially when consumers are in uncommon situations.

Marketers like to talk about "priming" goals—or sending subtle messages to encourage consumption. For example, thirsty people who encounter ads related to thirst tend to buy more beverages.

But a surprising new study in the Journal of Consumer Research reveals that goal priming can backfire, especially when consumers are in uncommon situations.

Authors Juliano Laran (University of Miami), Chris Janiszewski (University of Florida, Gainesville), and Marcus Cunha, Jr. (University of Washington, Seattle) examined the phenomenon called "goal priming," and its opposite: "anti-priming."

"A priming effect occurs when active information influences people's behavior," explain the authors. "For example, a consumer exposed to information related to impressing others (e.g., a brand slogan containing the word "excellence") may become more likely to buy expensive products that are symbols of status. Anti-priming effects occur when the use of goal primes backfire and lead to the opposite effects of those intended by the priming cues."

During the course of the study, the researchers stimulated goals in undergraduate participants by having them unscramble sentences. Some of the sentences related to having fun, some to impressing others, and some had neutral sentences. After their goals were primed, participants chose restaurants—although they did not know the tasks were related. When participants were planning a dinner for that night (a common situation), they chose restaurants consistent with the primed goals. In a less common situation (choosing a restaurant for a dinner a month from now), people who were primed for fun or impressing others were less likely to choose a corresponding restaurant. Subsequent studies yielded similar results: In familiar situations, priming goals worked; in uncommon ones, the goal priming backfired.

The authors believe that marketers should be aware of the effects of priming and anti-priming. "The implication of these findings is that retailers should understand the amount of experience consumers have with certain choice situations before using priming as a marketing tool to influence consumers," they conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Laran et al. Context‐Dependent Effects of Goal Primes. Journal of Consumer Research, December 2008; 080903145911546 DOI: 10.1086/592127

Cite This Page:

University of Chicago Press Journals. "Not Buying It: Marketing Messages May Not Work In Uncommon Situations." ScienceDaily. ScienceDaily, 15 September 2008. <www.sciencedaily.com/releases/2008/09/080915170749.htm>.
University of Chicago Press Journals. (2008, September 15). Not Buying It: Marketing Messages May Not Work In Uncommon Situations. ScienceDaily. Retrieved July 29, 2014 from www.sciencedaily.com/releases/2008/09/080915170749.htm
University of Chicago Press Journals. "Not Buying It: Marketing Messages May Not Work In Uncommon Situations." ScienceDaily. www.sciencedaily.com/releases/2008/09/080915170749.htm (accessed July 29, 2014).

Share This




More Mind & Brain News

Tuesday, July 29, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Losing Sleep Leaves You Vulnerable To 'False Memories'

Losing Sleep Leaves You Vulnerable To 'False Memories'

Newsy (July 27, 2014) A new study shows sleep deprivation can make it harder for people to remember specific details of an event. Video provided by Newsy
Powered by NewsLook.com
University Quiz Implies Atheists Are Smarter Than Christians

University Quiz Implies Atheists Are Smarter Than Christians

Newsy (July 25, 2014) An online quiz from a required course at Ohio State is making waves for suggesting atheists are inherently smarter than Christians. Video provided by Newsy
Powered by NewsLook.com
Beatings and Addiction: Pakistan Drug 'clinic' Tortures Patients

Beatings and Addiction: Pakistan Drug 'clinic' Tortures Patients

AFP (July 24, 2014) A so-called drugs rehab 'clinic' is closed down in Pakistan after police find scores of ‘patients’ chained up alleging serial abuse. Duration 03:05 Video provided by AFP
Powered by NewsLook.com
New Painkiller Designed To Discourage Abuse: Will It Work?

New Painkiller Designed To Discourage Abuse: Will It Work?

Newsy (July 24, 2014) The FDA approved Targiniq ER on Wednesday, a painkiller designed to keep users from abusing it. Like any new medication, however, it has doubters. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins