University of Twente Student Theses
Fighting the temptation : promoting healthy consumer choice through subliminal priming
Skibbe, Daniela (2010) Fighting the temptation : promoting healthy consumer choice through subliminal priming.
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| Abstract: | A lot of existing research of subliminal priming suggests that it is possible to unconsciously influence people’s behavior. The aim of the present study was to further investigate in which way different affective priming valences would influence consumer behavior when it comes to product choice. Furthermore, the study tested the idea of enhancing and decreasing the desire of certain choice possibilities. Therefore, an experiment was conducted in which participants were primed with positive affective valence, negative affective valence or a combination of both and after that had to choose a product out of two product categories (fruit and chocolate). The results suggest that the effect of priming depends on the presence of an overarching goal that is related to the primed product. Furthermore, it was found that a combination of negative and positive priming valence is most effective in influencing product desire and choice. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 77 psychology |
| Programme: | Psychology BSc (56604) |
| Link to this item: | https://purl.utwente.nl/essays/60116 |
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