The Power of Priming: How Subtle Cues Influence Consumer Behavior

Abstract

[Name] The priming effect occurs when a person or an animal is exposed to stimuli that eventually affect their behaviour and thoughts. Stimuli include the images and words people encounter in their daily activities (Molden, 2014). These stimuli make it easier for a person to respond to these images or words. Priming makes it possible for the mind to interpret the new information, consistently to priorly perceived information. For instance, to make someone notice bananas in a fruit basket, you can first show them the colour yellow. For instance, a mattress company can use a landing page that has clouds which implies that the mattresses are soft and comfortable. When selling car spare parts, one can also include an image showing pennies. The customers will perceive that they are buying low-price spare parts. In advertising, companies greatly rely on priming to influence the customer’s thoughts, actions, and behaviour regarding a product through the use of the brand name and the brand logo (Shen and Chen, 2007). Advertisers use priming through printing, audio and video media. Priming offers the component of repetition and association which plays a crucial role in advertisement campaigns. Advertisers select the right colours for the images or the words and focus on well-placed associations and repetitions to see their products. Therefore, priming helps businesses to increase their profits especially when the primed reaction entices the customers to buy a product or use the service more. It is difficult to completely avoid the priming effect since people subconsciously comprehend images and information and eventually develop habits. The only way one can reduce the priming effect is to learn about its negative effects on our lives. People can also prime their brains to generate positive mannerisms and traits in terms of emotions, thoughts and behaviours. Reference Molden, D. C....