Of Frog Wines and Frowning Watches: Semantic Priming, Perceptual Fluency, and Brand Evaluation
三个实验表明，语义启动能增强知觉流畅性，从而提高消费者对产品的喜爱度，即使接触时间极短也有效，且这种效应通过视觉吸引力中介。
Three experiments show that semantic primes can enhance perceptual fluency, resulting in higher liking of the perceived product. Specifically, semantic primes that cue the visual identifier of one of two products (e.g., a bottle of wine with a frog shown on the label) increase preference of the prime-compatible target over another target (e.g., a wine without a frog on the label). This is observed even when exposure to the target is limited to levels associated with perceptual encoding of the target (experiment 1). Semantic priming of constructs compatible with perceptual features of the target increases liking of the target (experiments 2 and 3), and increased liking of the target is mediated by the target's increased visual appeal (experiment 3).