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Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation

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  • Bargh, John A

Abstract

Consumer research has largely missed out on two key developments in social cognition research: the growing evidence that much of social judgment and behavior occur without conscious awareness or intent and the substantial moderating influence of social- and self-related goal pursuits on basic cognitive and reasoning processes. This evidence is described and its implications are drawn for nonconscious--including subliminal--influences on consumer behavior. The consumer research domain appears ideal for the necessary next wave of this research: the assessment of how much of a role nonconscious influences play in real life in decisions and behavior that are of real consequence to the individual. Copyright 2002 by the University of Chicago.

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  • Bargh, John A, 2002. "Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(2), pages 280-285, September.
    • Handle: RePEc:oup:jconrs:v:29:y:2002:i:2:p:280-85
    DOI: 10.1086/341577
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