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.