Procedural Priming Effects on Spontaneous Inference Formation

• Main Authors: Amma, Kirmani, LEE, Michelle P., YOON, Carolyn
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2004
• Subjects: Consumer psychology; Advertising; Marketing; Organizational Behavior and Theory; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/2379; https://ink.library.smu.edu.sg/context/lkcsb_research/article/3378/viewcontent/auto_convert.pdf
• Institution: Singapore Management University

Procedural priming refers to how the frequent or recent use of certain cognitive procedures on one task can lead to a greater propensity to use the same procedures on a subsequent task. In this paper, we demonstrate how procedural priming may be used to assess spontaneous inference formation in situations where the inference involves a relationship or rule. We do so in the context of the advertising cost–product quality rule, i.e., that higher advertising expense implies higher product quality. Prior research suggests that underlying the advertising cost–quality rule is a basic human attribution (the effort investment rule) that says, if someone invests a lot of effort in a cause, it implies a true belief in that cause. We prime the effort investment rule in an interpersonal context and show that this affects spontaneous generation of the advertising cost–quality rule in an advertising context.