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In marketing, primes are everywhere. Despite its widespread usage, there has yet to be a framework for categorising priming an approach that takes into account measurement problems and ways for giving primes, as well as providing researchers with guidance on how to think about and conduct priming-based research. Previous researchers have published summaries of priming studies, which have helped to establish the concept. Reviewing priming theories rooted in both prospective and retrospective models of memory. Developing a priming framework based on the ABC model of attitudes (affective, behavioural, and cognitive priming) that incorporates lexical priming, priming fluency effects, and methods for administering primes. Developing a priming framework based on the ABC model of attitudes (affective, behavioural, and cognitive priming. Positing the relevance of personal traits in priming, such as scepticisms’ involvement in assimilation and contrast effects. As a roadmap for future study, the final model is presented and expanded upon.