Priming Price: Prior Knowledge and Context Effects

Abstract

more accessible from memory and more likely to be used subsequently in process-ing new information. This research extends work in cognitive and social psychology to consumer judgments. The two studies presented here examine conditions under which cognitive categories of price may be primed and the resulting effects on product judgment. The results also suggest that these effects are influenced by individual differences in consumer knowledge. R ecent work in cognitive and social psychology has demonstrated that some judgments may be very sensitive to the cognitive context in which the judgment is made. Researchers using the priming par-adigm (Higgins, Rholes, and Jones 1977; Srull and Wyer 1979) have found that unobtrusive exposure to exemplars ofa cognitive category can increase the ac-cessibility (likelihood of retrieval from memory and subsequent use; Higgins and King 1981) of that cate-gory. 1 This increased accessibility is reflected in two general judgmental effects. First, ambiguous stimuli (e.g., novel persons or ob-jects) are likely to be categorized as instances of the

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