It is possible to affect how someone will think or act simply by priming that person with just a single word, according to a new study in the Journal of Consumer Research that examines the use of homophones in written advertising.
"We show that mentally distracted people will think of purchasing, or 'buy' when reading 'bye.' When the concept of purchasing is primed by reading 'bye,' consumers may be willing to pay more for a product or service," write authors Derick F. Davis (University of Miami) and Paul M. Herr (Virginia Tech).