The Stroop Task Influences Product Evaluations.

Cognitive conflict is considered to represent a psychologically negative signal. Indeed, a recent publication showed that cognitive conflict emerging from the Stroop task influences evaluations for neutral shapes that had become associated with conflict and non-conflict, respectively. Building on these findings, the present research investigates the degree to which Stroop conflict influences evaluations of actual products. In an experimental study, participants performed a Stroop task in which they responded to conflict trials (e.g., the word red presented in a blue font) as well as non-conflict trials (e.g., the word red presented in a red font). Participants were also presented with two pictures featuring bottled water brands: One brand was consistently presented after non-conflict trials; the other brand was consistently presented after conflict trials. When participants evaluated the products, the results showed they rated the product associated with Stroop conflict less favorably than the product associated with non-conflict; however, this effect only emerged when participants were thirsty. When participants were not thirsty, no differences emerged. The present findings add to the literature on cognitive conflict and negativity, suggesting that Stroop conflict can influence product evaluations when those products are goal relevant.