kilincsem

sublimal persuasion

Subliminalnext term priming and previous termpersuasion:next term Striking while the iron is hot

Erin J. StrahanE-mail The Corresponding Author, Steven J. SpencerCorresponding Author Contact Information, E-mail The Corresponding Author and Mark P. Zanna

Department of Psychology, University of Waterloo, 200 E. University Ave., Waterloo, ON, Canada N2L 3G

Received 24 August 2001; revised 4 February 2002. Available online 19 November 2002.


Abstract

Three studies demonstrated that subliminally priming a goal-relevant cognition (thirst in Studies 1 and 2; sadness in Study 3) influenced behavior (in Study 1) and enhanced the persuasiveness of an ad targeting the goal (in Studies 2 and 3) when people were motivated to pursue the goal (when they were thirsty in Studies 1 and 2; when they expected to interact with another person in Study 3). These results suggest that previous termsubliminalnext term priming can be used to enhance previous termpersuasion,next term but only when certain conditions are met. Both the priming of goal-relevant cognitions and the motive to pursue the goal were necessary for ads targeting the goal to be more persuasive. The implications of these results for the role of functionality in previous termsubliminalnext term priming and for the use and abuse of previous termsubliminalnext term priming in previous termpersuasionnext term are discussed.

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