Preconscious processing effects: the independence of attitude formation and conscious thought

Article Abstract:

Two experiments investigate the formation of attitudes toward unattended stimuli. In Experiment 1, a presentation format that encourages processing at a preconscious level demonstrates that attitude formation can occur independently of conscious consideration. Alternative theoretical explanations are offered to account for the purported independence of conscious thought and preference formation, and Experiment 2 is a test of these alternatives. The results of Experiment 2 suggest that consumers use differential hemispheric strategies for task performance to form preconsciously based attitudes. A post hoc analysis is conducted to advance more explicit claims about the operational nature of the underlying preconscious processes. (Reprinted by permission of the publisher.)

Attitudes, Attitude (Psychology), Thought and thinking, Thinking

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The effects of contextual priming in print advertisements

Article Abstract:

This study investigated one particular way that contextual materials can affect the processing of ambiguous product information in print ads. It was proposed that prior exposure to contextual factors can prime certain product attributes and subsequently increase the likelihood that consumers interpret product information in terms of these activated attributes, thereby affecting the evaluation of the advertised brand. Two experiments were conducted to test the hypothesis, and the results demonstrated that specific attributes relevant to evaluating the advertised brand varied in their accessibility as a function of the context and that these variations influenced brand attitudes. (Reprinted by permission of the publisher.)

Analysis, Consumer behavior, Advertising research, Priming (Psychology)

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