Priming refers to a term from psychology which denotes a phenomenon where the processing of a stimulus (the target stimulus) is influenced by the fact that a previous stimulus (cue stimulus) has activated an implicit memory. This implicit memory will recall experiences that lead to specific associations, and subconsciously affect an individual’s behavior. Priming distinguishes itself from other explicit memories, which can be consciously called on and articulated. A priming stimulus can be a word, image, smell, or a gesture.
The first reference to the priming effect can be found in the work of psychologist John A. Bargh, whose Florida experiment has gone down historically as one of the classic experiments in psychology. Bargh demonstrated that the behavior of the test subject can be influenced by priming. Two different lists of words were used as the priming stimuli. The experiment saw the experimental group receive two successive lists of words, like forgettable, bald, grey, and Florida; all words that were obviously linked to the theme of old age. The control group, on the other hand, were presented with a list of words from a range of other themes. Central to the experiment was the change of rooms that took place between the first and second tasks. Bargh noticed that the experimental group, which had been primed by the list of words to do with age, moved much slower to the next room compared to the control group. This allowed him to make the conclusion that simply reading certain words had subconsciously affected the behavior of the test subjects.
Bargh’s Florida experiment attracted attention, not just because of the implications regarding human decision-making and free will, but also because it could not be replicated in later studies. It was still the case, however, that similar effects were demonstrated by other, comparable social psychological and psycholinguistic studies. Today, ‘priming’ has established itself as a standard term in psychology.
Even in marketing, strategies are used that can be found to lead back to the priming effect. Regardless of whether it has to do with the creation of advertising material, the design of a website, or the furnishing of a retail space. In all these cases, stimuli in the form of words, pictures, and even smells are used to influence the consumer on a subconscious level. Alongside semantic priming, there is also a large focus on affective priming and the stimulation of emotions. These are some examples of how, for example, stereotypes, prejudices, and needs can all be triggered by certain stimuli.
- Semantic priming refers to a priming effect, wherein a verbal stimuli activates a word association (semantic field). Priming studies have shown that the processing of a word can be influenced by a previous one, insomuch that both words share a semantic relationship. For example: Test subjects comprehend the word ‘nurse’ faster if the word ‘doctor’ is read beforehand. This phenomenon is explained by psycholinguists and cognitive scientists by the fact that individual words lead to the activation of an entire concept or theme. As soon as we read the word ‘doctor’ we immediately begin to run through scenes from ER or Scrubs in our heads.
- Affective priming refers to a priming effect, wherein the emotional connotations of a previous stimuli (cue stimulus) impacts on the processing of a subsequent stimuli (target stimulus). Studies done by the American social psychologist Russell Fazio have shown that the processing of an affective stimulus is simplified when it is preceded by a consistently affective stimulus, i.e. a stimulus that provokes a similar feeling.
Depending on the relationship between the cue stimulus and target stimulus, either positive or negative priming effects can be observed. Therefore, the processing of the target stimulus will be either accelerated or delayed. With regards to neuromarketing, an invoking of positive emotions is what is sought after. Products and brands should have overwhelmingly positive connotations and therefore be anchored in the memories of the intended target audience.
Above all, advertisers strive to provoke positive associations and affects through priming, subsequently conveying this feeling onto an advertised product or service. In order to do this, stimuli in the form of words, images, music, gestures, and fragrances are all utilized to pave the way for the advertising message. There are countless examples of affective priming to be seen in the motor industry, which in adverts for luxury and sports cars either usually highlight the joy of driving or the accompanying feeling of freedom. On the other hand, rational arguments such as energy efficiency or good value play a relatively minor role.
When it comes to connecting emotions with brands, products, and services, advertisers will rely on the use of repetition. A prime example of this is the McDonald’s slogan ‘I’m lovin’ it’. Regardless of whether on TV, online, or on product packaging, the brand is connected with the most positive emotional state. And this is done in the hope that these positive emotions will in turn transform into a positive view of what the fast food restaurant has to offer. This transfer of emotions is referred to as a halo effect in social psychology. What is happening here is a cognitive distortion, where the known qualities of a person, brand, or product are determined by unknown qualities.