Non-Conscious Influences on Consumer Choice

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Marketing Papers
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non-conscious choice
implicit effects on attitude
memory and behaviour
Advertising and Promotion Management
Behavioral Economics
Business
Business Intelligence
Cognitive Psychology
Marketing
Sales and Merchandising
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Fitzsimons, Gavan J
Hutchinson, J. W
Williams, Patti
Alba, Joseph W
Chartrand, Tanya L
Huber, Joel
Kardes, Frank R
Menon, Geeta
Raghubir, Priya
Russo, J. Edward
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Abstract

While consumer choice research has dedicated considerable research attention to aspects of choice that are deliberative and conscious, only limited attention has been paid to aspects of choice that occur outside of conscious awareness. We review relevant research that suggests that consumer choice is a mix of conscious and nonconscious influences, and argue that the degree to which nonconscious influences affect choice is much greater than many choice researchers believe. Across a series of research domains, these influences are found to include stimulus that are not consciously perceived by the consumer, nonconscious downstream effects of a consciously perceived stimuli or thought process, and decision processes that occur entirely outside of awareness.

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2002-08-01
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Marketing Letters
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