Ideological priming and normative dimensions of individualism

• Published in: Revue internationale de psychologie sociale Vol. 25; no. 2; pp. 59 - 71
• Main Authors: CODOU, Olivier, PRIOLO, Daniel, CAMUS, Odile, SCHADRON, Georges, MORCHAIN, Pascal, DENIS-REMIS, Cedric
• Format: Journal Article
• Language: English
• Published: Grenoble Presses universitaires de Grenoble 2012; Presses Universitaires de Grenoble
• Subjects: Behavior. Attitude; Biological and medical sciences; Fundamental and applied biological sciences. Psychology; Humanities and Social Sciences; Psychology; Psychology. Psychoanalysis. Psychiatry; Psychology. Psychophysiology; Social psychology; Social environment; Human; Individualism collectivism; Attitude; Priming effect; Ideology; Value; Cognition; Advertising; Liberalism; Individualisme libéral; Valeurs libérales; Social perception; Liberal individualism; Perception sociale; Priming; Amorçage; Liberal values; Idéologie
• ISSN: 0992-986X; 2119-4130

This paper addresses how cognitive processes may be influenced by different values of liberal ideology. Adopting a priming paradigm, we used adver tising and coaching messages to prime liberal values such as autonomy, hedonism, inter-individual difference and freedom. Compared to neutral priming, liberal priming is more likely to facilitate the adoption of internal attitudes that are individually anchored and self-sufficient. The results are discussed with respect to the field of social perception and within the framework of social cognition. Cet article traite de la manière dont les cognitions sont influencées par certaines valeurs de l’idéologie libérale. En recourant au paradigme de l’amorçage, nous utilisons des m e s s a g e s p u b l i c i t a i r e s e t d e coaching pour amorcer des valeurs libérales telles que l’autonomie, l’hédonisme, les différences interindividuelles et la liberté individuelle. Comparativement à un amorçage neutre, un amorçage libéral favorise l’adoption d’attitudes internes, ancrées individuellement et autosuffisantes. Ces résultats sont discutés dans le champ de la perception sociale et selon le cadre de la cognition sociale.