TY  - GEN
AU  - Fitzsimons, Gavan J.
AU  - Hutchinson, J. Wesley
AU  - Williams, Patti
AU  - Alba, Joseph W.
AU  - Chartrand, Tanya L.
AU  - Huber, Joel
AU  - Kardes, Frank R.
AU  - Menon, Geeta
AU  - Raghubir, Priya
AU  - Russo, J. Edward
AU  - Shiv, Baba
AU  - Tavassoli, Nader T.
SN  - 0923-0645
AU  - Fitzsimons, Gavan J.
AU  - Hutchinson, J. Wesley
AU  - Williams, Patti
AU  - Alba, Joseph W.
AU  - Chartrand, Tanya L.
AU  - Huber, Joel
AU  - Kardes, Frank R.
AU  - Menon, Geeta
AU  - Raghubir, Priya
AU  - Russo, J. Edward
AU  - Shiv, Baba
AU  - Tavassoli, Nader T.
LA  - eng
CN  - ENP-31068d61-0042-43aa-93e1-f97e05fecdb6
TI  - Non-conscious influences on consumer choice
PY  - 2002
AB  - 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.
ER  -