The aim of this article is to identify the current state of research on the priming effect.
Relevance / originality
This study synthesizes the concepts established about the priming effect, expanding the discussion on the topic and stimulating new reflections.
Methodology / approach
A bibliometric study was carried out, through the analysis of citation, word co-occurrence, co-citation and pairing. 440 articles, published up to 2020, containing 10,028 references were analyzed.
It was possible to identify the most relevant authors, with emphasis on John Bargh, the most influential articles, the collaborative construction on the topic and the main approaches adopted
Theoretical / methodological contributions
This article contributes by portraying the intellectual structure of research on priming and encouraging new research avenues.
Social / management contributions
Given the difficulty in establishing a safe contour for interference variables and increasing the level of generalization, it was possible to observe the lack of consensus on the effectiveness of using priming in marketing actions.