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To buy or not buy? A review of affective priming in purchase decision

Authors Mograbi G, Mograbi DC

Received 1 May 2012

Accepted for publication 31 July 2012

Published 31 August 2012 Volume 2012:1 Pages 25—35


Checked for plagiarism Yes

Review by Single-blind

Peer reviewer comments 3

Gabriel JC Mograbi,1 Daniel C Mograbi2

1Department of Philosophy, UFMT – Federal University of Mato Grosso, Mato Grosso, Brazil; 2Department of Psychology, Institute of Psychiatry, King's College London, London, UK

Abstract: The current paradigm of neuroeconomics goes beyond merely axiomatic models and contemplates the influence of psychological factors on economic decisions. Under this framework, the main aim of the current review is to address the influence of affective priming in purchase decision. For this purpose, we first summarize the affective priming literature, followed by a section concentrating on purchase-decision studies that show that this phenomenon is value-driven, going beyond the emotionless calculation of traditional utility models in microeconomics. Finally, both themes are connected by reviewing the available experiments investigating affective priming effects on economic and purchase decision. We discuss these findings within a framework that considers that humans, as biological entities, attribute salience to hedonic information, highlighting the value-driven nature of decision-making, especially purchase decisions.

Keywords: affective priming, decision-making, purchase decision, prospective theory

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