I'll Prime You if You'll Assimilate for Me: A Comment on "Conscious and Unconscious Processing of Priming Cues in Selling Encounters"

Marshall, Greg W.
March 1996
Journal of Personal Selling & Sales Management;Spring96, Vol. 16 Issue 2, p45
Academic Journal
The article focuses on the priming cues in selling. The priming technique utilized were norm of reciprocacity, social validation. expression of positive affect, scarcity, appeal to authority, and norm of consistency. Such primes are really imagination techniques by which a salesperson hopes ultimately to elicit a purchase decision from a target based upon rather simple choice heuristics instead of more elaborate decision processes. The salesperson successful use of tactics relies on the likelihood that the buyer will short-circuit use a more elaborate decision process and instead employ one or several decision heuristics that lead to a favorable decision for salesperson. In his article, "Conscious and Unconscious Processing of Priming Cues in Selling Encounters" Stafford does a credible job of building upon Whittier's (1994) piece to include the issues of target awareness of the prime and probability of a contrast effect when the target responds to the prime. Stafford positions these issues as central to predicting the likelihood of the prime evoking the desired response. And, Stafford extends the overall dialogue on salesperson priming from a focus on end-user consumer targets.


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