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1、MarketingLetters13:3,269279,2002#2002KluwerAcademicPublishers.ManufacturedinTheNetherlands.Non-ConsciousInfluencesonConsumerChoiceGAVANJ.FITZSIMONS*,J.WESLEYHUTCHINSON,ANDPATTIWILLIAMSUniversityofPennsylvania*Correspondingauthor:AssistantProfessorofMarketing,TheWharton
2、School,UniversityofPennsylvania,1400SHDH,Philadelphia,PA19104-6371,(215)898-2391;e-mail:gavan@wharton.upenn.edu.Anexpandedversionofthepaperandreferencelistisavailablefromthefirstauthor.JOSEPHW.ALBAUniversityofFloridaTANYAL.CHARTRANDOhioStateUniversityJOELHUBERDukeUnive
3、rsityFRANKR.KARDESUniversityofCincinattiGEETAMENONNewYorkUniversityPRIYARAGHUBIRUniversityofCalifornia,BerkeleyJ.EDWARDRUSSOCornellUniversityBABASHIVUniversityofIowaNADERT.TAVASSOLILondonBusinessSchool,RegentsPark,LondonWW14SANTavassoli@London.eduAcceptedFebruary7,200
4、2AbstractWhileconsumerchoiceresearchhasdedicatedconsiderableresearchattentiontoaspectsofchoicethataredeliberativeandconscious,onlylimitedattentionhasbeenpaidtoaspectsofchoicethatoccuroutsideofconsciousawareness.Wereviewrelevantresearchthatsuggeststhatconsumerchoiceisa
5、mixofconsciousandnonconsciousinfluences,andarguethatthedegreetowhichnonconsciousinfluencesaffectchoiceismuchgreaterthanmanychoiceresearchersbelieve.Acrossaseriesofresearchdomains,theseinfluencesarefoundto270FITZSIMONSETAL.includestimulusthatarenotconsciouslyperceivedbyth
6、econsumer,nonconsciousdownstreameffectsofaconsciouslyperceivedstimuliorthoughtprocess,anddecisionprocessesthatoccurentirelyoutsideofawareness.Keywords:non-consciouschoice,impliciteffectsonattitude,memoryandbehaviourConsumerchoiceistraditionallyassumedtobeaconscious,de
7、liberativeprocess.Increas-ingly,however,researchhasshownthatalargepartofconsumerdecisionmakingoccursoutsideofconsciousawarenessorisinfluencedbyfactorsunrecognizedbythedecisionmaker.Basedonareviewofthisresearch,wearguethatalldecisionsconsistofamixofconsciousandnonconsci
8、ousprocesses,andthatthedegreetowhichnonconsciousprocessesinfluencetheconsumerchoiceprocessismuchgreaterthanmostchoiceresearch
