What Do We Do Unconsciously? And How?

Ap Dijksterhuis · Pamela K. Smith

37 citations0/0 files storedJournal of Consumer Psychology

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Decision-Making and Behavioral Economics Consumer Behavior and Marketing Influence Behavioral Health and Interventions

Abstract

In this reply, we endorse Chartrand's (2005) taxonomy of conscious awareness for different stages of consumer decisions affected by environmental cues. In addition, we attempt to broaden the scope of this taxonomy by discussing its usefulness for consumer decisions in general. We generally support Simonson's (2005) claim that research based on consumers as conscious decision makers is indeed predictive of a wide variety of behavior. However, we also argue that the importance of consciousness should not be overstated. Conscious processes observed in a research laboratory are not representative of conscious processes in real life. The alternative model to describe effects of the environment on behavior by Janiszewski and van Osselaer (2005) may be useful to explain automaticity in goal‐directed behavior, but it poorly describes other automatic behaviors.

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References

1957A Theory of Cognitive Dissonance 2017A Theory of Cognitive Dissonance 1977Telling more than we can know: Verbal reports on mental processes.1996Automaticity of social behavior: Direct effects of trait construct and stereotype activation on action.1996Automaticity of social behavior: Direct effects of trait construct and stereotype activation on action.2001The automated will: Nonconscious activation and pursuit of behavioral goals.1992Choice in Context: Tradeoff Contrast and Extremeness Aversion 2002A theory of goal systems

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