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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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Context-Dependent Effects of Goal Primes

Juliano Laran, Chris Janiszewski, Marcus Cunha Jr.
DOI: http://dx.doi.org/10.1086/592127 653-667 First published online: 1 December 2008


We provide evidence that goal priming effects are context dependent. We show that goal primes encourage prime-consistent behavior when the behavioral context is common and prime-inconsistent behavior when the behavioral context is uncommon. While the prime-consistent behavior is compatible with existing theory, the prime-inconsistent behavior poses a theoretical challenge. We argue that uncommon behavioral contexts encourage the release of a primed goal and, as a consequence, an increase in the relative activation of information inconsistent with the primed goal and prime-inconsistent behavior.

  • Motivation/Desires/Goals
  • Cognitive Structure
  • Experimental Design and Analysis (ANOVA)
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