University of Twente Student Theses

Login

Fighting the temptation : promoting healthy consumer choice through subliminal priming

Skibbe, Daniela (2010) Fighting the temptation : promoting healthy consumer choice through subliminal priming.

[img] PDF
165kB
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:http://purl.utwente.nl/essays/60116
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page