Sela, Aner and Baba Shiv
(2009), "Unraveling Priming: When Does the Same Prime Activate a Goal versus a Trait?," Journal of
Consumer Research, 36 (October), 418-33. Abstract:
Consumers are constantly exposed to subtle situational cues which can influence behavior by priming either goals or “mere” semantic representations such as personality traits. However, little is known about when exactly such priming leads to goal activation, which can have enduring behavioral effects, and when the same prime leads to semantic activation, characterized by short-lived effects. This research proposes an Activation-Striving Model, which proposes that behavioral effects of primes are moderated by discrepancies between the prime and the self-concept. Three studies suggest that self-consistent primes are more likely to influence choice via semantic activation, whereas self-discrepant primes are more likely to influence choice via goal activation.
|
|
Under Review and Completed Manuscripts |
Sela, Aner and Jonah Berger, "The Dual Role of Attribute Quantity in Option Choice,"
Revising for 2nd round at Journal of Consumer Research.
|
-
Sela, Aner and
S. Christian Wheeler, "You and We:
Causal Effects of Minor Language Variations on Consumers’ Brand Perceptions,"
Revising for 2nd round at Journal of Consumer Research.
|
-
Simonson, Itamar and Aner Sela, "On the Heritability of Choice, Judgment, and “Irrationality”: Genetic Effects on Prudence and Constructive Predispositions", Under Review.
|
|