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Related Experiment Video

Updated: Oct 26, 2025

Examining Bilingual Language Control Using the Stroop Task
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The Stroop Task Influences Product Evaluations.

Tom G E Damen1

  • 1Department of Psychology, Utrecht University, Utrecht, Netherlands.

Frontiers in Psychology
|August 2, 2021
PubMed
Summary
This summary is machine-generated.

Cognitive conflict from the Stroop task negatively impacts product evaluations, but only when individuals are thirsty. This suggests goal relevance amplifies the effect of negative psychological signals on consumer behavior.

Keywords:
Stroop taskcognitive conflictconditioninggoal relevanceproduct preferences

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Area of Science:

  • Cognitive psychology
  • Consumer behavior
  • Neuroscience

Background:

  • Cognitive conflict is a negative psychological signal.
  • Previous research linked Stroop task conflict to shape evaluations.
  • The current study extends this to product evaluations.

Purpose of the Study:

  • To investigate if Stroop conflict influences actual product evaluations.
  • To determine if thirst moderates the effect of cognitive conflict on product judgment.

Main Methods:

  • Participants completed a Stroop task with conflict and non-conflict trials.
  • Product images (bottled water brands) were presented after trial types.
  • Product evaluations were measured under varying thirst conditions.

Main Results:

  • Products associated with Stroop conflict were rated less favorably.
  • This effect was significant only when participants were thirsty.
  • No significant difference in evaluations when participants were not thirsty.

Conclusions:

  • Stroop-induced cognitive conflict can negatively bias product evaluations.
  • Thirst acts as a moderator, making individuals more susceptible to conflict effects.
  • This highlights how goal-relevant stimuli interact with negative psychological signals.