Marketing Papers

Document Type

Journal Article

Date of this Version

8-2002

Publication Source

Marketing Letters

Volume

13

Issue

3

Start Page

269

Last Page

279

DOI

10.1023/A:1020313710388

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.

Copyright/Permission Statement

This is a pre-publication version. The final publication is available at Springer via http://dx.doi.org/10.1023/A:1020313710388

Keywords

non-conscious choice, implicit effects on attitude, memory and behaviour

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Date Posted: 15 June 2018

This document has been peer reviewed.