Goal-Driven Effects of Masked Priming in Advertising: How Word, Image, and Audio Priming Shape Consumer Brand Choices.

IF 1.8 3区心理学 Q4 PHYSIOLOGY

Quarterly Journal of Experimental Psychology Pub Date : 2026-10-01 Epub Date: 2026-04-03 DOI:10.1177/17470218261442535

Abudusalamu Saiding, Xia Li, Wenqi Tang, Kaidong Yu

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引用次数: 0

Abstract

This study investigates the effectiveness of masked priming in influencing brand preference under goal-relevant conditions. Two experiments with 370 undergraduate students in China tested word and image masked priming (Study 1) and auditory masked priming (Study 2), focusing on thirst motivation. In Study 1, both word and image primes (briefly presented at a nominal 23 ms) increased preference for the primed brand (C'estbon) only when participants were thirsty, with no significant difference between modalities. In Study 2, auditory primes (embedded "Yibao" in music) similarly boosted preference when goal-directed, but high-frequency (80 exposures) and low-frequency (40 exposures) conditions did not differ significantly. These findings corroborate the goal-dependency in masked priming effects across modalities, extend prior work to a logographic/tonal language context (Chinese), and highlight auditory priming in advertising as an under-explored domain. Effects are subtle and contingent on motivation alignment. Practical implications for marketers include strategic placement in high-motivation contexts.

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广告中隐藏启动的目标驱动效应：文字、图像和音频启动如何塑造消费者的品牌选择。

本研究探讨目标相关条件下，隐性启动对品牌偏好的影响。两项针对510名中国大学生的实验测试了单词和图像掩蔽启动（研究1）和听觉掩蔽启动（研究2），重点关注口渴动机。在研究1中，只有当参与者感到口渴时，单词和图像启动（以名义23毫秒的时间短暂呈现）才会增加对启动品牌（csamestbon）的偏好，两种模式之间没有显著差异。在研究2中，当目标指向时，听觉启动（在音乐中嵌入“Yibao”）同样提高了偏好，但高频（80次暴露）和低频（40次暴露）条件下没有显着差异。这些发现证实了掩蔽启动效应的目标依赖性，并将先前的研究扩展到文字/声调语言语境（汉语），并强调了广告中的听觉启动是一个尚未被探索的领域。效果是微妙的，取决于动机的一致性。对营销人员的实际影响包括在高动机背景下的战略安置。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Quarterly Journal of Experimental Psychology 医学-生理学

CiteScore

3.50

自引率

5.90%

发文量

178

审稿时长

3-8 weeks

期刊介绍： Promoting the interests of scientific psychology and its researchers, QJEP, the journal of the Experimental Psychology Society, is a leading journal with a long-standing tradition of publishing cutting-edge research. Several articles have become classic papers in the fields of attention, perception, learning, memory, language, and reasoning. The journal publishes original articles on any topic within the field of experimental psychology (including comparative research). These include substantial experimental reports, review papers, rapid communications (reporting novel techniques or ground breaking results), comments (on articles previously published in QJEP or on issues of general interest to experimental psychologists), and book reviews. Experimental results are welcomed from all relevant techniques, including behavioural testing, brain imaging and computational modelling. QJEP offers a competitive publication time-scale. Accepted Rapid Communications have priority in the publication cycle and usually appear in print within three months. We aim to publish all accepted (but uncorrected) articles online within seven days. Our Latest Articles page offers immediate publication of articles upon reaching their final form. The journal offers an open access option called Open Select, enabling authors to meet funder requirements to make their article free to read online for all in perpetuity. Authors also benefit from a broad and diverse subscription base that delivers the journal contents to a world-wide readership. Together these features ensure that the journal offers authors the opportunity to raise the visibility of their work to a global audience.