Thinking about product attributes: Investigating the role of unconscious valence processing in attribute framing
نویسندگان
چکیده
In the present investigation we conducted three studies to examine how unconscious valence processing influences participants’ quality judgments in an attribute-framing task. In Studies 1 and 2 we observed how individuals who had depleted cognitive resources, through distraction (Study 2) and time constraint (Study 3), differed in their responses to an attribute-framing task. In Study 3 we subliminally primed participants with attribute frames and then presented them with a frameless decision task. Our results revealed that attribute framing arises from unconscious valence processing and conscious processing may only play a role when the frame is especially salient.
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