Abstract
This study primarily aims to test how priming manipulation affects students' decisions in academia. Unlike many laboratory experiments testing priming, this experimental design mimics a real-life scenario where students are unconsciously exposed to priming during class. We focus on three different framings of priming: visual, audio, and a combination of both and test their influence on the students' choices. We find strong evidence for priming in all three groups. This paper is a pioneer in addressing cultural differences between American and Chinese students with respect to priming and among the few to address gender differences in priming. Our results imply that gender plays a vital role in the priming effect, depending on the framing: females are more susceptible to visual priming than males, and while priming works across different cultures, culture may play a role in its effect. Regardless, we find that priming manipulation can be used to change short-run behaviors in a learning environment.
Original language | English |
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Pages (from-to) | 3758-3768 |
Number of pages | 11 |
Journal | Managerial and Decision Economics |
Volume | 44 |
Issue number | 7 |
DOIs | |
State | Published - 1 Oct 2023 |
Externally published | Yes |
ASJC Scopus subject areas
- Business and International Management
- Strategy and Management
- Management Science and Operations Research
- Management of Technology and Innovation