The Context Effect of Dual Primes: The Influence of Positive Primes and Negative Primes On Product Judgment

• Main Authors: Katherine Tse, 謝章琪
• Other Authors: Yi-Wen Chien
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/18868661208292624435

碩士 === 國立臺灣大學 === 商學研究所 === 100 === Past literature has continuously attempted to corroborate the role and influence of contextual factors upon consumer judgment, and in response, the Dimensional Range Overlap Model (Chien et al. 2010) proposed that overlap between priming items and the target would generate assimilate in the target judgment, but non-overlap between priming items and the target would generate contrast in the target judgment. In extending DROM, this study focuses on the effect on judgment when two primes are presented, maintaining that assimilation will still occur with overlap and contrast with non-overlap. Additionally, the research, in considering the mutual effect of two primes upon each other per the Reciprocity Hypothesis (Hsiao 2002), proposes that non-overlapping primes of opposite valence will contrast away from each other. Next, the research will examine the impact of attitude certainty on determining the magnitude of shift in judgment, where higher certainty results in lower magnitude of shift and lower certainty results in higher magnitude of shift. Lastly, it is believed the sequence effect is inconsequential. Thus, in stage 1 of the main experiment, two priming items and a target item were identified for each respondent. Stage 2 used the same priming items to test for contrast, and stage 3 primed respondents with the two items before presenting them with the target. The same participants were tested throughout the entire duration of the experiment. Unfortunately, while the results do not confirm all the hypotheses, they nonetheless present a number of remarkable issues for future research. Moreover, they hold significant implications for the marketing industry in a densely informative era where every advertisement is accompanied by a number of contextual stimuli.