Saracatinib Eventually Presented In Chinese As Well As German!
  • Moreover, personality traits have been linked to consumer choice. For example, sensation seeking is associated with a preference for caffeinated drinks (Jones and Lejuez, 2005), whereas extraversion and openness are positively related to hedonic product value (Matzler

    et al., 2006). In sum, personality traits are typically associated with enduring propensity toward different goals and subliminal messages that align with people��s dispositional tendencies should thus be more effective. We believe that examining personality moderation in subliminal processing is important for two reasons. First, the effect size of subliminal priming has been shown to be relatively small (see Trappey, 1996). Part of the reason could be that, depending on their traits, some people are sensitive to some subliminal messages but not to others, lessening the average effect size of subliminal priming. Second, exploring the relationship between personality and the

    perception of subliminal stimuli might provide valuable insight to design more effective tailored subliminal messages. As an initial test of whether personality moderates consumers�� sensitivity to subliminal advertisement, we conducted a study examining the link between Sensation Seeking and sensitivity to ��Red Bull�� primes. Traits such as extraversion, exploration, and novelty seeking are considered fundamental aspects of personality (Zuckerman et al., 1993), which are central to sensation seeking (Zuckerman, 1990). Sensation seeking reflects a tendency toward exploratory excitability in response to novelty, impulsivity, and is associated with sensitivity in the dopaminergic system (Zuckerman, 1979, 1994; B��di et al., 2009). High sensation seeking individuals are characterized as risk-takers, whereas low sensation seeking individuals are arousal avoiders (Zuckerman, 1990). We chose to prime the brand Red Bull because it resonates with these concepts of excitation and risk-taking. In fact, a positive association between energy drink consumption and sensation seeking has been shown in several studies (Jones

    and Lejuez, 2005; Arria et al., 2010). Thus, as Saracatinib purchase situational factor like thirst can increase people��s sensitivity to a goal-relevant subliminally primed refreshing drink (i.e., Lipton Ice Tea), we tested whether a dispositional factor like sensation seeking can increase people��s sensitivity to a goal-relevant subliminally primed energetic drink (i.e., Red Bull). Specifically, we hypothesized that priming Red Bull would affect participants�� intention to consume the energy drink. We additionally hypothesized that this effect would be particularly pronounced for those high in sensation seeking. Materials and Methods Participants Our initial sample was composed of 160 American adults recruited through Amazon��s Mechanical Turk (MTurk; see Paolacci et al.

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