Business Management Dynamics

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ISSN: 2047-7031

bmd Business and Management Dynamics bmd
ISSN: 2047-7031  
Volume  9   Issue 04  2019  
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Article Abstract
Priming Consumers for Indulgence
Keywords:  Cognitive Priming, Whimsicality, Indulgence, Consumer Choice
Dr. Ross B. Steinman
This investigation highlights the findings from experimental research on whimsicality cognitive priming effects on consumer indulgence. Participants were randomly assigned to one of three fictitious scenarios where the whimsical attributes of various fast moving consumer goods (FMCGs) were manipulated. Consumer choice in hypothetical consumer decision-making scenarios, brand relationship, self-reward, and indulgent consumer behavior were utilized as dependent measures. Preliminary evidence emerged to suggest that whimsicality cognitive priming influenced participants' likelihood to engage in more self-reward and indulgent consumer behavior in both a direct and indirect manner. This research adds to a growing literature on cognitive priming effects on indulgent consumer behavior. Implications are discussed from both marketer and consumer perspectives.
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