Improving Consumer Decisions: The Conscious Use of Primes as Performance Enhancers

Through this article we examine ways through which consumers can take advantage of marketers’ priming attempts and make better decisions. Specifically, we investigate what happens when individuals are made aware of primes that may potentially improve their performance. Using an Embedded...

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Salvato in:
Dettagli Bibliografici
Pubblicato in:BAR - Brazilian Administration Review
Autori principali: Leonardo Nicolao, Eric Yorkston, Deanne Brocato, Vinicius Andrade Brei
Natura: Artigo
Lingua:Inglês
Pubblicazione: Associação Nacional de Pós-Graduação e Pesquisa em Administração 2016
Soggetti:
Administración y Contabilidad
priming
awareness
positive marketing
consumer decision process
analytic versus holistic thinking
Accesso online:https://www.redalyc.org/articulo.oa?id=84145311003
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