Dual Priming Effect through Dimensional Range Overlap Model: Examining the Conditions Where Positive Dual Primes’ Ranges Overlap and Do Not Overlap
Date Issued
2014
Date
2014
Author(s)
Lin, Ting-Yen
Abstract
Consumers evaluate products or advertisements every day. These judgments would be affected by context stimulus, leading to attitudinal change, or priming effect. Previous studies assert that the key factor, which triggers priming effect, is the context extremity. However, Chien (2010) proposed dimensional range overlap model and explained that range overlap between target and prime is the main cause to determine assimilation effect and contrast effect. In current study, we investigate priming effect in positive dual primes condition through DROM and Reciprocity hypothesis (Hsaio 2002). Experiments were presented in the current study to test the priming effect between dual primes and effect on target. The results are not statistical significant in both studies. However, through dividing manipulated primes into different overlap conditions, the results followed the prediction of DROM and with correct tendency. That is, if the primes range were successfully manipulated, DROM could predict the result of priming effect in dual primes condition. The study provides a foundation for further research in the field of positive dual primes.
Subjects
Priming effect
Assimilation effect
Contrast effect
Dimensional Range Overlap Model
Dual primes
Type
thesis
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