The Inextricability of Conscious and Nonconscious Processes in Consumer Behavior

Session Chair: Stacy Wood, University of South Carolina
Discussion Leader: Chris Janiszewski, University of Florida

The Inextricability of Conscious and Nonconscious Processes in Consumer Behavior

 

 

Conscious versus Unconscious Detection of Product Attribute Change

            Stewart Shapiro, University of Delaware

            Mark T. Spence, Southern Connecticut State University

 

The ability to detect product performance changes over time requires a comparative process as well as an accessible representation of the pre-changed stimulus’s performance level at the time of comparison. The extent to which change detection can occur on an unconscious level is examined. Results indicate that changes in product performance can be detected unconsciously when the performance level of the pre-changed stimulus is not consciously accessible from memory and when consumers consciously attempt to avoid a comparison process.

 

Conscious and Nonconscious Elements in Habitual Consumption Behavior:

Building a Triadic Framework of Habits, Practices and Compulsions

            Stacy L. Wood, University of South Carolina

            Kelly L. Haws, University of South Carolina

 

Consumers describe their “habitual” consumption in broad terms. Conversely, academic research focuses on a more narrow conceptualization of habit.  While the academic definition of a habit is based largely on automaticity (and, more recently, on self-identity), consumers may perceive as habitual, behaviors that have varying levels of automaticity.  For example, one may exercise regularly, but the engagement of this activity (e.g., getting out of bed and dressing appropriately) may require continuing effortful deliberation.  Thus, we offer a broad framework of “regular behaviors” that distinguishes practices and compulsions from habits using automaticity and identity factors.  This creates a triadic framework that we test in a survey of 11 common repeated behaviors.

 

Goals in Conflict

            Tanya Chartrand, Duke University

            Amy N. Dalton, Duke University

 

In this research, we examine the differences between conscious and nonconscious goals.  In both studies, we asked what happens upon failure at a conscious goal or a nonconscious goal.  In both studies, we find clear evidence that goal consciousness moderates the effect of goal failure on subsequent behavior. That is, peoples’ behavioral responses suggest that they are motivated in secondary activities by the consequences of primary goal outcomes differently based on whether the goals were consciously or nonconsciously primed.
[ to cite ]:
Session Chair: Stacy Wood and Discussion Leader: Chris Janiszewski (2006) ,"The Inextricability of Conscious and Nonconscious Processes in Consumer Behavior", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 12--15.