Thinking about Product Attributes: Investigating the Role of Unconscious Valence Processing in Attribute Framing

ASU Author/Contributor (non-ASU co-authors, if there are any, appear on document)
Todd McElroy Ph.D. (Creator)
Appalachian State University (ASU )
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Abstract: In the present investigation we conducted three studies to examine how unconscious valence processing influences participants’ quality judgments in an attribute-framing task. In Studies 1 and 2 we observed how individuals who had depleted cognitive resources, through distraction (Study 2) and time constraint (Study 3), differed in their responses to an attribute-framing task. In Study 3 we subliminally primed participants with attribute frames and then presented them with a frameless decision task. Our results revealed that attribute framing arises from unconscious valence processing and conscious processing may only play a role when the frame is especially salient.

Additional Information

McElroy, T., & Conrad, J. (2009). Thinking about product attributes: Investigating the role of unconscious valence processing in attribute framing. Asian Journal of Social Psychology, 12, 157-161. Published by Wiley-Blackwell (ISSN: 1367-2223). DOI: 10.1111/j.1467-839X.2009.01281.x The definitive version is available at
Language: English
Date: 2009

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