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Thinking about product attributes: Investigating the role of unconscious valence processing in attribute framing
Author(s) -
McElroy Todd,
Conrad Jacob
Publication year - 2009
Publication title -
asian journal of social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.5
H-Index - 49
eISSN - 1467-839X
pISSN - 1367-2223
DOI - 10.1111/j.1467-839x.2009.01281.x
Subject(s) - unconscious mind , framing (construction) , psychology , valence (chemistry) , salient , distraction , cognitive psychology , cognition , framing effect , social psychology , persuasion , cognitive resource theory , computer science , artificial intelligence , neuroscience , psychoanalysis , engineering , physics , structural engineering , quantum mechanics
In the present investigation we conducted three studies to examine how unconscious valence processing influences participants' quality judgments in an attribute‐framing task. In Studies 1 and 2 we observed how individuals who had depleted cognitive resources, through distraction (Study 2) and time constraint (Study 3), differed in their responses to an attribute‐framing task. In Study 3 we subliminally primed participants with attribute frames and then presented them with a frameless decision task. Our results revealed that attribute framing arises from unconscious valence processing and conscious processing may only play a role when the frame is especially salient.