Alert or oblivious? Factors underlying consumer responses to marketing stimuli

Recently published studies have introduced consumer researchers to uses of priming theory in marketing messages. A two-factor model of assimilation an d contrast effects has been proposed which focuses on aspects of message co ntext and cognitive resource differences between consumers. However, these accounts do not consider an important additional factor pertinent to the pr oduction of category-based contrast effects in response to marketing commun ications. This article discusses recent priming research and presents theor etical discussion in support of the putative third factor of consumer warin ess for predicting judgmental outcomes of priming effects in consumer marke t settings. (C) 2000 John Wiley & Sons, Inc.