Abstract:

This study examines the influences of priming consuming goals on remembering messages， and the moderating effects of consumers’ product knowledge on priming effects. Experiments’ results show that priming utilitarian goal can improve recall of rational message， and priming hedonic goal can improve recall of rational message and emotional message. The priming effects are pronounced for low-knowledge subjects. The results can help marketers prime consuming goal to improve consumers’ recall of product messages.

Key words: Prime, Goals, Memory, Product knowledge