Correcting For Unconscious Experiential Processing

Francine Espinoza, ESMT, Germany
We manipulated the subjective experience of certainty associated with a recommendation using subliminal priming and found that consumers corrected their judgments in opposite directions, depending on whether they were primed with certainty or uncertainty. These results demonstrate that consumers can correct for unconscious experiential processing, unlike suggested by previous research.
[ to cite ]:
Francine Espinoza (2012) ,"Correcting For Unconscious Experiential Processing", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 403-407.