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Choice preferences without inferences: subconscious priming of risk attitudes
Author(s) -
Erb HansPeter,
Bioy Antoine,
Hilton Denis J.
Publication year - 2002
Publication title -
journal of behavioral decision making
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.136
H-Index - 76
eISSN - 1099-0771
pISSN - 0894-3257
DOI - 10.1002/bdm.416
Subject(s) - preconscious , subconscious , priming (agriculture) , psychology , social psychology , cognitive psychology , unconscious mind , medicine , botany , alternative medicine , germination , pathology , psychoanalysis , biology
We present a procedure for subconscious priming of risk attitudes. In Experiment 1, we were reliably able to induce risk‐seeking or risk‐averse preferences across a range of decision scenarios using this priming procedure. In Experiment 2, we showed that these priming effects can be reversed by drawing participants' attention to the priming event. Our results support claims that the formation of risk preferences can be based on preconscious processing, as for example postulated by the affective primacy hypothesis, rather than rely on deliberative mental operations, as posited by several current models of judgment and decision making. Copyright © 2002 John Wiley & Sons, Ltd.