Priming and the Differential Use of Dimensions in Evaluation

Two experiments demonstrated the impact of passively activated categories on the use of prime-relevant versus prime-irrelevant dimensions in later evaluations and preference judgments. In both experiments, concepts relevant to one of two dimensions of judgment were initially activated by requiring subjects to rehearse words in the course of a memory test. In supposedly unrelated subsequent tasks, subjects were asked to evaluate (in the first experiment) and choose between (in the second experiment) targets described as having positive attributes on one dimension and negative attributes on the other dimension. As predicted, subjects' evaluations and preferences reflected the greater impact of the information relevant to the primed dimension. Recall for the information presented in Experiment 2 provided some evidence for differential attention to the prime-relevant information as the mediating mechanism for the effect.