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ISSN : 1229-8778
The present study examines how category and exemplar primes affect consumer judgments. The results show that the effects of category and exemplar primes on judgments of a product depend on whether the sex of participants and primes is identical. In the same sex conditions, participants perceived the product as more positive when an attractive category (vs. an attractive exemplar) was primed. In the opposite sex conditions, however, participants perceived the product as more positive when an attractive exemplar (vs. an attractive category) was primed. The implications of this study for priming effects and the field of consumer psychology are discussed.
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