It is associated with the emotional coloring of stimuli and implies the evaluation of people, ideas, objects, etc., not only on the basis of their physical characteristics, but also taking into account the affective context. Elements of the environment (color, light, smells) act as primes, subconsciously preparing the psyche for certain types of behavior (cooperation, confrontation, caution). Priming is also carried out through pre-thought-out signals: tone of voice, body language, or emotionally colored formulations. The goal can be both to reduce protection (through the creation of a comfortable atmosphere) and to provoke uncertainty (through a demonstration of dominance). The effectiveness of priming depends on the accuracy of “hitting” the emotional triggers of the interlocutor and the naturalness of his integration into the negotiation process.