Document Type

Student Research Paper


Spring 2019

Academic Department



Due to the declining role of brick and mortar in retail sales, retailers and brands alike are looking for ways to maximize the space and capabilities in-store to drive sales. One opportunity that could prove particularly promising in the near future is priming. The theory of priming has long been proven in studies as a way to impact and alter human behaviors. The goal of this study is to explore whether priming’s effect can transfer just as easily to altering consumer’s purchasing behaviors and attitudes while in-store. An experiment was designed to test whether priming stimuli could be useful in influencing consumer’s purchasing behavior, consumption habits, and attitudes toward unhealthy food products. Overall, results from the study were mixed but point to potential for priming effectiveness, especially with further experimentation to ascertain its optimal use.


Senior thesis.

Included in

Business Commons