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Non-Conscious Influences on Consumer Choice

Gavan J. Fitzsimons, J. Wesley Hutchinson, Patti Williams, Joseph W. Alba, Tanya L. Chartrand, Joel Huber, Frank R. Kardes, Geeta Menon, Priya Raghubir, J. Edward Russo, Baba Shiv and Nader T. Tavassoli
Marketing Letters
Vol. 13, No. 3, Choice Modeling (Aug., 2002), pp. 269-279
Published by: Springer
Stable URL: http://www.jstor.org/stable/40216640
Page Count: 11
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Non-Conscious Influences on Consumer Choice
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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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