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20/02/2006
Brains and walls: the power of priming
Just as surfaces accept a new coat of paint more easily once they have been
primed, our brains behave in much the same way when pre-exposed to certain
cues. For example, seeing priming words that relate to intelligence, actually
make people perform better at Trivial Pursuit (temporarily). The interesting
thing about priming is that we are generally unaware of it.
Music played in a store, does affect the time consumers spend in it. In a
European retail study, shoppers reported no significant difference in time
spent in three stores: no music; music to decrease shopping time; music to
increase shopping time. However, shopper’s actual time differed significantly
in each store. Furthermore, although they could perceive the presence of background
music in the store, few could recall the style. So, the decision to stay or
go happened unconsciously.
Gerald Zaltman, in How Customers Think, described a fascinating test incorporating
priming and our stereotypical response to older people. Two groups of words
were presented to participants, who needed to unscramble them.
Group 1
aFlodri
sWie
goBin |
|
Group 2
tyThisr
anCle
Prteiva |
After they had done the test, the participants were timed as they walked away.
Those that received Group 1 primes walked significantly slower than those who
received Group 2. Why? Because the first group of words primed the participants
with an elderly stereotype (Florida, Wise, Bingo), whereas the second group
are neutral concepts (Thirsty, Clean, Private).
A consumer research technique called Response Latency builds on priming. This
method measures the speed of your response – how fast you hit a computer
key to apportion a certain attribute between two brands. For example, you will
be flashed a word ‘alluring’ and then timed how quickly you choose
it for each brand. The best way to see it in action is to experience it yourself – this
methodology is used with Harvard’s IAT test here.
Response latency helps to distinguish between conscious thought and feelings,
allowing researchers to take into account the implicit beliefs that exist below
our conscious awareness. It is interesting to note that response latency techniques
have consistently produced good or better indicators of action than questionnaire
data - and when explicit and implicit thoughts contradict one another - the
implicit ones are more reliable predictors of future behaviour.
May your year be a roPfitable and pHapy one. You have been primed.
Reference: Gerald Zaltman. How Customers Think: essential insights into the
minds of the market. Harvard Business School Press, 2003.
About the author
Sid Peimer believes in priming surfaces thoroughly – “I always
line my stomach with something – you never know.” He consults,
speaks and writes on his website www.stratplanning.com
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