Priming via Associations – Does Food Influence our Behavior?

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Lehrstuhl für Marketing


Research in the field of consumer behavior has extensively investigated factors influencing consumption decisions in the context of food. However, the potential influence certain foods might have considering mechanisms of behavioral psychology is subject of much less research. Foods can be associated with social stereotypes, as we might associate fast food with laziness or expensive organic foods with wealth and education. Behavioral science has shown the influence of priming with stereotype-laden stimuli in a wide array of contexts. It is demonstrated that subjects display slower reaction times after being exposed to pictures of the elderly, or that people exhibit better trivia knowledge after thinking about professors. In this written-out thesis, students should quantitatively-empirically investigate whether priming with association-laden foods can influence behavior by triggering social stereotypes.

Keywords: consumer psychology; food; priming